Santa Casa de Sao Paulo: 5% Estadao

It only takes a little bit.

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Brazilian blood donors only make up about 2% of the country's population, so healthcare organization Santa Casa de Sao Paulo charged Y&R to find a way to increase that number to 5%. Unfortunately, the agency had a limited budget, so it turned to big advertisers to do some of their own donating. Brands like Danone and LG offered up 5% of the space on their print and poster ads, where the agency placed messages encouraging Brazilians to do donate blood. Y&R also created a website where other agencies could download the intervention tags to place onto their own clients' ads.

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Mar 30, 2011
Y&R Sao Paulo
Santa Casa de Sao Paulo
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