On October 12, Bogota's tallest building became the biggest billboard in the country.

The purpose of this action was to show our disagreement with the color red in the flag, which officially stands for: “The blood in which we are willing to drown our enemies, before our surrender”

We eliminated the red from the flag's billboard, and transformed it into a scoreboard that broadcasted live of the donation results. Then asked Colombians to help us fill it again with their blood, so - this time - the red stripe represented blood donated to the Red Cross in hospitals to save lives, this message created an immediate reaction of the media and also of the donors.

Almost 25000 bulbs were use to cover the building

and donations reports were sent from 15 different cities in order to report the number of donations.

The bag used for the donations had to be specially made in order to meet the specific requirements of the Red Cross for this procedures.

Almost 2000 donors In less than 72 hours

14%, increased donations

27 million people reached

Red Cross estimates that this action helped save the lives of almost 6 thousand in December.