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International Federation of Red Cross and Red Crescent Societies (IFRC)
Giving Is In Your Blood – Ramadan Blood Drive

RAN IN: Bahrain Egypt Iraq Jordan Kuwait Lebanon Palestinian Territory Saudi Arabia

CLIENT
International Federation of Red Cross and Red Crescent Societies

AGENCY
Leo Burnett Beirut *Lead Agency


SUMMARY

Volume of blood donations falls over 40% in MENA countries during Ramadan, due to deeply ingrained doubts about donating, as well as reduced on-ground presence of blood banks. This leads to a yearly post-Ramadan health crisis, as blood has a maximum shelf life of 42 days. Our challenge was to massively drive donations and prevent another crisis despite a complex on-the-ground situation, at the most media saturated time of the year: we succeeded, with a 91% increase in blood donations to Red Crescent blood banks across MENA year over year.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Audience: Everyone

Objectives: Increase sales, volume

Type: Business-to-Consumer

Language: English