On Brazil's Blood Donor Day, we filmed emotional last-minute requests of people in need and played them to people about to get their tattoos and piercings in partnership with body art studios.

Those who agreed were immediately taken to another room inside the studios, specially prepared, equipped and sterilized to collect blood right away. The last donation before a tattoo or piercing. A new habit that could save countless lives.

The campaign took place inside the participant studios and was launched on Brazil’s national blood donor’s day. More than 50 studios joined us. We also partnered up with Tattoo Week, Latin America’s biggest tattoo and piercing convention. When customers were about to get their tattoos and piercings, we played heartfelt pleas from real patients in need of blood donations, using tablets. Those who accepted were taken to another room without even leaving the studios. There, they would find all the equipment to collect their blood, in a specially prepared and sterilized environment.

Over 50 studios joined the campaign. Tattoo week. Latin America's Biggest tattoo and piercing convention joined us as well. Over 200.000 people were impacted at the event.

In one day, we collected more blood than in an entire month.

The idea also spread over the internet. People shared the vídeos with the blood requests to help inspire their friend to create a new habit: donate blood before getting a tattoo or piercing.