Blood Banking Red Cross
In India, less than 1% of the population donates blood, contributing to an annual shortage of 3 million units of blood across the country.
We partnered with Mirum India and the Red Cross to tackle the issue head-on with “Blood Banking,” the world's first savings account for blood.
Designed to mimic typical banking apps, the Blood Banking app allows users to make a blood deposit, withdraw it for an emergency, and transfer it to someone in need – and even reminds users when they’re next eligible to give a donation.
Since launch, more than 153,000 blood banking accounts have been activated, and more than 132,000 units of blood have been collected, showing a significant step towards getting India’s annual blood deficit to zero.
Every 2 seconds someone in India needs blood,
but less than 1% of the population donates.
We created a blood banking revolution that made it
easy and appealing for the people of India to donate.
Our goal was to change human behaviour by urging
people to form a life saving habit.
This campaign helped change human behaviour by urging people to form a life saving habit.
Within the first month of launching the app, there was a 600% increase in blood collection.
Over 3,000,000 social media impressions.
2016 Cannes Lions
Digital Design / Silver
Direct / Silver
Promo & Activation / Silver
2016 D&AD Impact Awards