Creative Art Director
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#DonateForPriscila
The main character from a soap opera suffers an accident and she would only recover with donations from the public.




We modified the script of the children’s soap opera in a way that would make the main character, priscila, suffer an accident and she would only recover with donations from the public.
Only 2% of Brazilians donate blood and usually only do it when someone close to them is in need.

In Brazil, soap operas are part of pop culture, with more than 100 million viewers who develop a strong emotional bond with their characters.

We used its relevance to create the largest movement of blood donation in the country.













  • 83 million people reached

  • 8 million interactions on social networks

  • 431 minutes of exposure in open TV

  • U$ 19 million in spontaneous media

  • #1 on Google Searches followed by president Dilma’s impeachment

  • An increase of 31% in blood donations









Mark