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Written By: Editorial Team | Published : June 5, 2014 10:56 AM IST
Blood is always in short supply and this is bad because people always constantly need blood -- accident victims, those suffering from blood-related disorders, etc. And the solution for more blood came from the unlikeliest of places.
'Donate energy to save a phone, and donate blood to save a life.'
This key concept came out as the brainchild of Y&R Moscow and an Azerbaijani cellular network Nar Mobile. They took up this cause and innovatively created the 'Donor Cable' which holds the potential to transfer a certain amount of cellular battery from one phone to another. These cables were promptly and freely distributed with every Android phone purchased from any Nars store. Accordingly, well-equipped blood donation ambulances were kept at certain distances from the stores to easily find the donors, after they were reminded of the problem.
The central idea of infusing a social cause of blood donation with this technological advanced concept is to create awareness among the people of Azerbaijan. Azerbaijan has the world's highest number of children born with the blood disorder thalassemia, a hereditary disease primarily found among Mediterranean cultures. The illness requires extensive blood transfusions for babies, and hospitals often lack the needed amount of donated blood. (Read: 5 myths on blood donation busted)
As a result of this campaign, the message of blood donation spread like a wild fire and attracted the blood donation rate of an astounding 335 percent. This earned them respect, a sense of urgency among the Azerbaijani people was ignited and most importantly it earned them hope. The entire campaign is an example of a well designed, microscopically studied concept which was backed by every possible tool of marketing on the planet. The campaign also saw a rise and awareness by 10 times on Facebook than any other campaign made for thalessemia. (Read: Should Mark Zuckerberg allow blood donation status on Facebook?)
Image source: Designtaxi.com
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