The goal of our action was to create a promotional T-shirt to be awarded to every blood donor so that other people would be inspired to donate. The T-shirts were specially designed to have a long sleeve and a short one — a reference to the act of rolling up one’s sleeve to donate blood. Also, it was printed with the text “Blood: I share”, reinforcing our message.

People were engaged and started volunteering. All donors got a T-shirt after the donation. We got the attention of the press, so the T-shirt idea and the cause spread really quickly. The action was featured on TV shows in brasilian channels.

Several artists and celebrities participated in a photo shoot promoting the T-shirt.

The São Paulo blood bank broke a record on a single day of outdoors collection, raising the number of donors by 30%. Because of its success, the action was replicated in Brasília and Rio de Janeiro.