Good Gossip
To counter the decline in blood donations in São Paulo, Y&R Brazil conceived and implemented a campaign for Santa Casa de Misericórdia that cleverly plays on tabloid tactics and skillfully harnesses sensational gossip to further a good cause.
Fashion changes, the need for blood donations remains. Last fall, the Santa Casa de Misericórdia de São Paulo noticed a drop in voluntary donations by a whopping 35 percent. To raise awareness among the population and change this situation, Y&R created an unusual but well thought-out campaign, the most important part of which was a (blood) red dress. Other essential "ingredients": seven prominent women and the fact that just two celebrities wearing the same dress always provide welcome material for any tabloid format. And when not just two wear the same thing, but seven, on seven days. Wow! So much attention, which was finally "rewarded" with the denouement: It was all staged. Tabloid for a good cause, tabloid that works: after the campaign, blood donations rose by 34% and the topic was brought to the forefront of society's attention thanks to the rapid dissemination. One red dress, seven women, seven days. And up to seven lives saved by every blood donation. (nod)
https://www.youtube.com/watch?v=Y521lnxjZ6Y
