The subtle but clear intervention in the form of a little hole was studied carefully by our agency, to achieve a result that not only would stand out in the newspaper, but also would't affect readability or damage the journal. Along with the ad, we also created the visuals and BTL advertising for the whole Hemorio event.

The results were outstanding. The number of participants in Hemorio's Blood Donors' Week event was four times bigger than the previous record. And the number of actual donors was three times bigger. In only two days, we gathered enough blood to save up to 2.732 lives. All of that with a tiny hole.