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Dona en Vida
Rock & Blood
Social
Mexico City
2016
PR, Social Action
Context
A festival where your blood was the entry ticket
Mexico is one of the countries with the lowest rates of altruistic blood donation. Typically, this activity is only carried out when a family member or close acquaintance experiences an emergency.
Only 4% of the donations made in our country are voluntary.
Objective
To achieve the highest number of blood donations through an event that connected with young people and raised awareness about the importance of altruistic donation.
Challenge
What event could attract new generations and, in turn, capitalize on effective blood donations?
The Idea
Music is, par excellence, the best way to connect with young people.
Thus, we decided to create Rock & Blood, the first music festival and streaming event that lived on if people donated blood.
Rock & Blood, the first festival that continued as long as blood was donated.
