We modified the script of a children’s soap opera Cúmplices de Um Resgate and used its relevance to create the largest movement of blood donation in the country. The character Priscila had an accident and needed blood donations. She would only recover from the accident with donations from the public. Fiction turned into reality to save lives.

We made the campaign during 9 days, while the character was hospitalized on the fiction, waiting for blood transfusion. The band of the fiction, in which the character sings, did a music video, released in the fiction and in real life, asking for donations for Priscila. Through videos released on social networks, others characters of soap opera as well. TV shows asked for donations as if Priscila was a real person. We measured donations in channel programming. People were directed to Clube Sangue Bom or the nearest blood bank to their homes, anywhere in Brazil. By saving Priscila, donors saved the lives of thousands that needed blood.

- An increase of 31% in blood donations.

- 83 million people reached.

- 431 minutes of exposition in open TV.

- U$ 19 million in spontaneous media.

- #1 on Google Searches, followed by president Dilma’s impeachment.