Blood Banking Red Cross

Overview

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.

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RESULTS

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.

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Awards

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2016 Cannes Lions

Digital Design / Silver

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2016 Spikes

Direct / Silver

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2016 Spikes

Promo & Activation / Silver

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2016 D&AD Impact Awards

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