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Rock & Blood

Social

A FESTIVAL WHOSE
ENTRANCE WAS
YOUR BLOOD

Activity
Social

Coverage
MEXICO CITY

Date
June 2016

Mexico is one the countries with the lowest rates of blood donation; usually this activity is only performed when there is a relative or someone close has an emergency.

Only 4% of donations made in Mexico are 100% voluntary.

OBJECTIVES –

To increase the quantity of blood donations through an event that would resonate with young people and foster awareness of the importance of charitably donating blood.

CHALLENGE –

What event can attract the newest generation and at the same time capitalize on effective blood donations?

The idea –

La música es, por excelencia, el mejor camino para conectar con los jóvenes.

This was why we decided to create Rock & Blood, the first music festival and streaming to play while people donated blood.

HOW DID WE DO IT? –

We invited rock bands big and small to join the Rock & Blood cause: Molotov, La Gusana Ciega, Rebel Cats, Kill Aniston, OKILLS, Beaty Heart, and Elis Paprika.

In order to attend the event, the public had to donate blood. To do so, we installed a National Institute of Pediatrics mobile unit for people to donate blood when they entered the festival.

Not all people are qualified to donate blood, so the days prior to the event we posted on social media the requirements and conditions to be a donor, seeking a responsible donation.

CONCEPT –

We created the first rock festival and streaming where the bands performed why the audience donated blood, the first blood stream that fed a festival for nine hours, which means nine hours of donation. Without donation the bands could not continue to play: Rock & Blood.

«Rock & Blood the first festival you attend while giving blood».

What were the results of the event?

Over 500 donations

We collected enough donation to save 510 adult lives or 910 infant.

Impact on social media

We got 49,088,272 impressions and 1,978 tweets with the hash tag #RockNBlood, and gained 3,249 Facebook fans.

National trending topic on Twitter

We were a national trending topic with the hash tag #RockNBlood for 7 hours.

People uniting from all over

Our Blood streaming passed 8,000 viewers during the 9 hours.