Betano, the number one betting brand in Brazil, often embraces important social causes. This time, it's blood donation, which still reaches worrying levels in Brazil. Just over 1% of the population donates blood frequently. With the aim of increasing these figures, Betano needed a solution that would raise public awareness at stadiums using only the available media space.

Our idea came from the fact that the word BETANO contains all the letters of all the blood types. From this, we used the main sponsorship space on our teams' jerseys to highlight the blood types in critical stock in the cities where the matches were taking place. On the date of the matches, we cross-referenced the data from the blood banks with geolocation and connected them with the teams, who took to the field with the blood type in short supply highlighted on the jerseys. Localized media and communication in the stadiums informed the public about the initiative.

Our gathering strategy involved utilizing publicly available data from the national blood bank network to ascertain the blood types at critically low levels in specific cities. This information was then cross-referenced with the schedules and locations of upcoming soccer matches. For data interpretation, Betano analyzed this combined dataset to identify the most urgently needed blood types in the vicinity of each game, ensuring that the highlighted blood type on team jerseys and stadium communications directly addressed the local demand. This methodical approach enabled a targeted awareness campaign, making the call to action for blood donations highly relevant to each game's local audience.

Betano's B-Blood campaign ingeniously leveraged data to transform Brazilian soccer jerseys into dynamic billboards for blood donation awareness. The creative journey began with mining national blood bank databases for real-time inventory levels of blood types, integrated with geolocation data of soccer match venues. This innovative data fusion pinpointed the most critical blood shortages city by city, aligning with the soccer calendar. Implementation was seamless: as teams traveled, jerseys featured the blood type most in need for each location, amplified by localized stadium announcements and media. This strategy turned each match into a targeted call-to-action, directly engaging fans with the urgent need for donations in their community. Betano's campaign not only showcased the impactful use of data for social good but also set a new standard in the creative integration of sports marketing and public health advocacy.

Betano's B-Blood campaign profoundly impacted, reaching 20 million people and sparking a 20% surge in blood donations. This innovative initiative combined data analysis with a deeply engaging consumer experience, educating fans about urgent blood needs and personalizing the call to action. By highlighting specific shortages, the campaign motivated fans to shift from mere spectators to active donors, contributing to a significant increase in blood bank contributions. This not only affirmed Betano's commitment to social responsibility but also showcased the effectiveness of data-driven strategies in mobilizing communities for a cause. The campaign's ability to reach a wide audience and effect real change underlines the pivotal role of informed, targeted efforts in achieving both societal benefits and reinforcing brand reputation.