FACEBOOK x IFRC | GIVING IS IN YOUR BLOOD
The Red Cross had a problem: every Ramadan, blood donations drop dangerously.
Many people who fast assume they can’t give, and the need is quickly forgotten. So we reminded them of something they already know.
In Muslim culture, Ramadan is the month of giving. And nothing gives more than blood.
A simple, playful social campaign that stood out from the usual Ramadan content, dispelling the myths around fasting and donating blood.
We invited local celebrities to donate blood live on Facebook. Fasting and chatting casually with their fans, they filled their bags in just 4 minutes instead of the usual 15, proving that giving blood is quicker and easier than people think.
The story spread through the press, and influencers joined in unprompted. Not a single post was paid.
The campaign ran in 4 languages, across 12 countries.
For the first time in years, blood banks stayed full throughout Ramadan,
proof that giving really is in our blood.
Made at Leo Burnett Beirut, in partnership with Facebook.
Awards: Effie Awards - Social Good/Non-Profit - Silver (2018), Facebook - Hack For Good – Winner (2018).
Press: IFRC, Blog Baladi, Albawaba, Egypt Today, Gulf News, Gulf News Xpress, The Jordan Times, Sharjah24, What's On, Scoop Empire, Tahawul Tech, Al Press, World Youth Forum in Egypt, Khaled Al Ameri.