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Dona en Vida
App Dona en Vida
Social Marketing
Mexico
2015
Digital, PR
Context
If you donate blood, you can save up to three lives.
In Mexico, the culture of blood donation is very low, as only 2% of the population donates blood altruistically.
The Mexican NGO Únete Dona en Vida carries out a titanic effort to promote a culture of blood donation among the population through various actions aimed at raising awareness, attracting more donors, and directing donations to where they are needed.
Objective
Develop a digital tool that encourages blood donation by making the process easier and generating greater public participation and interest.
Challenge
Only 3 out of every 100 Mexicans are willing to donate blood voluntarily; only 3% of donations are altruistic. How could we reverse this situation digitally?
The Idea
We analyzed the culture of donation and found two things:
When it comes to helping, we all join the cause. We automatically text, march, and protest, but that help is symbolic because everything stays on social media.
We live in an era in which posting content on social media is a motivator to do something. It seems that, more than helping, we like everyone to see that we helped.
We know that deep down we all want to be the kind of people who do good. For that reason, we decided to develop something that would bring those two situations together to our advantage and create a cycle in which sharing your help motivates others to help.
In Mexico, every 4 minutes someone needs a blood transfusion.
