The YouTube timeline that takes life to those who wait for blood

BACKGROUND

Most blood banks in Brazil face the same problem: no matter how much blood is donated, there is always someone waiting for a donation. And one thing patients in need cannot do is wait.

IDEA

To encourage people to donate blood, we created a internet video that uses the YouTube time bar as part of the idea, creating a link between the waiting time and the importance of getting blood to those who need it. In the video, the blood leaves the veins of the donor and enters the timeline, as it were an extension of the catheter, until it reaches the patient, who returns to life.

In order to engage the public, we needed to make our video stand out from among the thousands of videos posted every day on YouTube. So, we decided to use YouTube itself as part of the ad, by taking advantage of the time bar to make a comparison between the waiting time and the importance of blood getting to those who need it quickly.

In the video, the blood leaves the donor, enters the time bar as if it were an extension of the catheter used to extract it. The blood moves along the time bar until it reaches the patient, who comes back to life. Super: "There's always someone waiting for his blood."

Only one week after the launch of the video, exclusively on YouTube,

our reality started to change:

• A 700% increase in the number of views on Hemorio’s YouTube channel.

• More than 1,000,000 impressions on blogs, websites and Twitter.

• More than 900,000 impressions on many Facebook’s pages.

• A spontaneous media value of approximately half a million dollars,

with zero budget of media investment (in only 7 days).

• And, most importantly, people helping each other.