In 2023, there was a drastic shortage of voluntary blood donations in Upper Austria. For this reason, the Red Cross launched an OOH campaign to increase the number of donors. Everyone from the population can save lives. Together, the goal was to make it clear to the population that each of us could be affected and might need a blood transfusion in an emergency. Only by standing together as a community with humanity and heart and helping each other can we save lives.

The focus of the campaign was on the theme "Help from the Heart," which should be implemented in an “eye- and mind-catching manner”.

The campaign's goals were to create positive awareness for the topic of blood donation and to increase the number of donations (target: +50%). The final result was a +291% increase, so the campaign will be expanded to the entire country of Austria.

The creative process was an absolutely thrilling experience. It required a great deal of effort to pique curiosity among people in a region / federal state where new things are immediately viewed with skepticism. The goal was to achieve immediate impact with a design, knowing that the local population acts solely based on their own emotional conviction.

We revised the design again and again. After each seemingly final draft, we discovered new opportunities for improvement. "Even more realistic. You should almost hear the heart beating. You should be able to feel the good feeling of doing something good - with every heartbeat. ..."

We didn't count the hours in the team, but when we saw the first reactions from the people in Upper Austria during the rollout, we knew: We did it.