Blood Awareness

Namibia often suffers from a serious shortage of blood donations. We wanted to show people that they’re more capable of sharing than they think.

On World Blood Donor Day, 14 June 2014, we recruited the very device that allows people to share so freely online: the share button. Whenever someone tried to share an article on Namibia’s major news and entertainment sites, a blood donation message appeared instead. On this day, people across Namibia were invited to make the most meaningful share of all: life itself...

Messages linked people to the World Health Organisation’s Facebook profile, where they could find their nearest blood donation stations and engage with inspiring and informative content. Page Likes increased by 250% in 12 hours, reflecting an unprecedented sharing of blood donation awareness online, and a change in people’s attitude to donating: the most valuable kind of sharing of all.