First, it was necessary to do an internet search to find the first sites to be addressed. Early on we realized that we could count on greta agents: the blogs. There are hundreds of thousands of blogs in Portuguese - initial object of our action. But we needed, however, before all, turn the blood bag in a virtual light source, that would give the bloggers the same amount of work to post a text. With the code done, we tracked the top 50 blogs that would charge not to convey the action. And we did the approach by email. We put this bag of blood on a fanpage and blogs began, one by one, to enter and help with our campaign.

10 first, then 20. Finally over 1000 blogs joined the campaign. Websites, newspapers and TV reported the action. There were thousands of tweets. Gradually, other affiliates of the Red Cross joined, from Pernambuco, a new phenomenon. The action was local Red Cross, Buy it quickly turned into a national and international Red Cross campaign. In just 12 days, more than 50,000 people were affected. Media investment: zero. Repercussion spontaneous: 3 million dollars approximately. And most importantly, the number of permanent donors for 50 times bigger so far. But numbers are just numbers. If the end of the action we have helped to save at least one life it was worth it.