Blood banks suffer their greatest shortage of blood in the months of June and July. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25%. It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. We took off the red stripes from Vitória’s centenary kit. Only with the direct participation of the fans, through blood donations, would the color of the jersey come back, stripe by stripe as blood was being donated. It started with a press conference. Then the team entered the field in shirts without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. Right after the match, we launched an integrated campaign, including a TV spot narrated by Wagner Moura, the actor who played “Capitão Nascimento” in the “Elite Squad” films and a fanatical Vitória supporter. For ten matches, the team played in the new kit. People started donating blood and the stripes gradually returned.