SHANGHAI – To mark World Blood Donor day on June 14, 2016, Anomaly Shanghai has created a number of short films in partnership with Touchmedia and the Shanghai Blood Centre to drive blood donation.
Although it’s a universal challenge for many countries to ensure safe and sufficient supply of blood, the situation in China is particularly concerning. The WHO estimates a gross donation rate of no less than 1%-3% of a population is required to meet their basic clinical transfusion demands, however, the donation rate in China was barely 1% in 2015. The number of surgeries performed has increased by 10-15% per year on average in recent years, while the increase in donations has been less than 5%.
In keeping with the “Blood Connects Us All” theme of this year’s World Blood Donor Day, Anomaly shot and produced three short films that depict the parallel lives of donors and donees, connected through their compatible blood types.
The Perfect Match — The Traffic Police from Anomaly on Vimeo.
The first film features Hao Yue, a 7 years-old-boy from Jiangxi province who was diagnosed with a neuroblastoma. Thanks to the donations from people like Yuan Ye, a traffic policeman who has donated blood more than 60 times, he has passed the most dangerous period.
The Perfect Match — The Martial Artist from Anomaly on Vimeo.
The second film shows the parallel lives of ex-soldier and donor Ge Jiuheng, and street dancer Xiao A, who damaged her knee during training and required blood during her operation.
The Perfect Match — The Baker from Anomaly on Vimeo.
The final film presents donor Mark Huetsch, the founder of Pantry’s Best, and JiaJia, a donee who recovering from Myelodysplastic Syndromes (MDS).
The films will initially air on Touchmedia, China’s largest in taxi-media company, operating in over 25,000 taxis across China. In addition, Touchmedia will launch a Touch Your Heart Blood Bus where people will be able to donate blood this summer.
