In July 2018, Canada found itself in a critical blood shortage to meet the needs of hospital patients across the country.

We create a self-promotional poster with a simple message urging Canadians to donate blood. This was an agency-led initiative and not an official ad for Canadian Blood Services, the organization that manages blood donations in Canada.

We demonstrated the need for blood by draining the colour red from the Canadian flag through a blood transfusion tube.

This poster was shared across Canadian social media and in collaboration with other grassroots efforts, Canadian Blood Services exceeded its goal of rallying Canadians to donate blood to meet the need of hospital patients nation-wide.