Situation :Donation of blood stem cells is still not very known in Switzerland. But for patients suffering of blood diseases like Leukemia, often those donations are the last chance of survival. Therefore it’s essential that as many potential donors do register, for the possibility of finding a match to increase. The Swiss register is run by a section of the Swiss Red Cross (SRK).

Solution: Many people in Switzerland still spend their breaks outside, smoking a cigarette. SRK wanted them to use these often quite emptily spent minutes to register as blood stem donors and possibly one day save someone’s life. For this purpose we created an OOH that catches the eyes of “outside smokers” and animates them to use their break for a good cause.

Result: The billboard was placed strategically in a place, where people usually spend their breaks and don’t do much more than smoke or take

We used the common warning on cigarette packages, «Smoking Kills», and turned it into a provocation by saying: «Smoking saves Lives». Because, as many people in Switzerland are smoking despite the knowledge on the dangers of the habit, they do it anyways – and therefore they might as well contribute to our good cause.

Reach/Change in Behaviour etc.:

The OOH caused the target group to talk about the provocative headline and animated them to use their break for a good cause and register as blood stem donors.