In Colombia, as in the world, there is an urgent need for blood supplies. Much of today's medical care depends on a steady supply of blood from healthy donors. Today, the percentage of blood donors is very low: for every 1,000 inhabitants, only 16 donate. Donating is easy, but people just aren‚t aware of it. In order to raise awareness of the need for safe blood and the importance of regular voluntary blood donations, the Red Cross took this as a starting point to develop an idea that reached the people through the web.

Launch the campaign
Published
December 2012
Topics

The Story

In Colombia, as in the world, there is an urgent need for blood supplies. Much of today's medical care depends on a steady supply of blood from healthy donors. Today, the percentage of blood donors is very low: for every 1,000 inhabitants, only 16 donate. Donating is easy, but people just aren‚t aware of it. In order to raise awareness of the need for safe blood and the importance of regular voluntary blood donations, the Red Cross took this as a starting point to develop an idea that reached the people through the web.

We modified the scroll of several websites. When a URL was opened, the page intentionally started at the bottom, forcing the user to use the scroll to reach the header. When people reached the top of a page, the scroll filled up with blood and a message appeared inviting people to donate blood.

The Technology

  •  

    Web/Apps

    Flash

The Results

Donations increased by 75% compared to the previous year, after 28,399 people interacting with the scroll. Most importantly, together we saved 8,042 lives.

8042

lives saved

0.75

increase in donations compared to the previous year

28k+

people interacted with the scroll.

Launch Date 13 January 2012