As the Official Healthcare Sponsor of the 2014 FIFA World Cup Brazil™, Johnson & Johnson sought to amplify its 80 year history of caring in Brazil. A key element of the Johnson & Johnson Care Inspires Care™ platform – launched in 2012 to inspire acts of care globally – Tour do Carinho (Caring Tour) was created to make a significant difference in the health and well-being of Brazilians. The program consisted of a tour designed to educate and inspire 20,000 blood donations to save approximately 80,000 lives. Johnson & Johnson partnered with local blood donation facilities in all 12 FIFA host cities to administer the donations and educate Brazilians on the importance of giving blood. In addition, Johnson & Johnson conducted a mobile tour to 11 of the host cities to provide an accessible way for Brazilians to donate and reinforce the importance of caring for others in your community.

Program launched March 2014 with a call for nominations. Nominations were narrowed to finalists and honorees were selected by public or internal vote. Media relations, events and content on external and internal J&J channels drove ongoing participation and engagement.

Karla Martinez drove U.S. awareness through media interviews and bylined articles, and the winner was surprised at an event in her hometown. J&J also partnered with “Katie” to recognize the 15-year-old founder of “Charity Ball” as an honorary Champion of Care. In Brazil, Raí and 6 influencers with a total of 2 million Facebook and 250,000 Twitter followers helped find incredible stories of care. The 12 FIFA World Cup™ Volunteers were announced at a FIFA media briefing. The volunteer and consumer recipients were honored at a celebratory event in Rio and attended the final match. Five healthcare Institutions received medical educational grants; 33 employees were honored with trips to Brazil.

Tour do Carinho exceeded the goals outlined for the program. When the program concluded on May 24, 2014, more than 23,000 blood donations were made, equating to over 93,000 lives saved across the country. The campaign managed to effectively mobilize the population to make a difference in caring for others in their communities. The message of the campaign was largely amplified by traditional and social media, reaching a significant number of people on a national scale and contributing to greater engagement around the cause - donating blood. The program generated 330 articles and over 500MM media impressions with messages that were 100% positive during a difficult period leading up to the FIFA World Cup™ in Brazil, where there were questions about the benefits of hosting the month-long tournament. The promotional video on YouTube garnered more than 3.4 million views and was shared on Facebook 1,499,557 times.