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GLOBAL – SAO PAULO, JULY 23, 2012: Fans of Vitoria soccer club will get a chance to bring the colors red and black to the team’s famous shirt by donating blood.
Created and developed by Leo Burnett Tailor Made (Brazil), the campaign "My Blood is Red and Black" is a partnership between Pentaly, Hemoba, and the Secretary of Health in Bahia, Brazil.
To raise awareness on the need for blood donations, the club teamed up with Hemoba, a blood collection center in Bahia.
As part of the campaign, the team is taking the field in black and white shirts, which will gradually return to their classic red and black as the community donates blood.
The campaign has been translated to TV commercials and on-line, newspaper ads, social network campaigns, direct mailing campaigns directed at trend-setters, artists, actors, and journalists, as well as leaflets explaining the project and pieces produced for the cinema.
For the president of Vitória, Alexi Portela, the campaign is raising awareness amongst fans of the importance of giving blood, and reinforces the clubs engagement with social projects.
“We wanted to do something more than just ask the fans to donate blood. With this initiative, the red and blacks will participate more actively in the campaign and will see the importance of a gesture like this, that can help to save countless lives,” he said.
All information on the blood-giving process are available at: www.meusanguerubronegro.com.br
