Only 1% of the Brazilian population regularly donates blood. To give better visibility to this issue and increase donations, the Hospital da Cidade Blood Bank launched a campaign that utilized differentiated media.The idea was to use the loader on various sites as a media space, to make use of the user wait time, providing information on the reality of the blood donation situation in Brazil and inviting them to donate.The strategy was to provide the official loader campaign to site owners (from portals to companies) to adopt the cause, exchanging their original loaders with that of the campaign.