Betano's B-Blood campaign ingeniously leveraged data to transform Brazilian soccer jerseys into dynamic billboards for blood donation awareness. The campaign stands out in the Creative Data category by combining data on blood bank levels and geolocation to highlight on the uniforms of Brazil's main football teams the types of blood most needed in the cities where the matches are played. By using data combined with the greatest national passion to convey tailor-made messages, the initiative achieved impressive results, creating a new way of engaging people with urgent issues.

In Brazil, the practice of donating blood is less common than one might expect, with just over 1% of the population engaging in regular donations. This reality puts the country's blood banks in a constantly critical situation, facing very low levels of reserves. Various government campaigns have been carried out in an attempt to reverse this situation, but so far they have failed to bring about any significant change. The situation has become even worse since the pandemic, intensifying the need for donations. On the other hand, soccer, one of the country's biggest cultural phenomena, continues to attract hundreds of millions of fans to the stadiums and occupies a frequent space in the media. In this context, Betano, a prominent sponsor of major Brazilian soccer teams, has taken a commendable initiative by supporting the cause of blood donations. In an innovative way, the company provided one of the most valuable spaces for visibility in sport: the main sponsorship on the teams' shirts, demonstrating an effort to raise awareness and stimulate action on a vitally important issue.

Betano, the number one betting brand in Brazil, often embraces important social causes. This time, it's blood donation, which still reaches worrying levels in Brazil. Just over 1% of the population donates blood frequently. With the aim of increasing these figures, Betano needed a solution that would raise public awareness at stadiums using only the available media space.

Our insight came from the fact that the word BETANO contains all the letters of all the blood types. From this, we used the main sponsorship space on our teams' jerseys to highlight the blood types in critical stock in the cities where the matches were taking place. On the date of the matches, we cross-referenced the data from the blood banks with geolocation and connected them with the teams, who took to the field with the blood type in short supply highlighted on the jerseys. Localized media and communication in the stadiums informed the public about the initiative.

Our gathering strategy involved utilizing publicly available data from the national blood bank network to ascertain the blood types at critically low levels in specific cities. This information was then cross-referenced with the schedules and locations of upcoming soccer matches. For data interpretation, Betano analyzed this combined dataset to identify the most urgently needed blood types in the vicinity of each game, ensuring that the highlighted blood type on team jerseys and stadium communications directly addressed the local demand. This methodical approach enabled a targeted awareness campaign, making the call to action for blood donations highly relevant to each game's local audience.

Betano's B-Blood campaign ingeniously leveraged data to transform Brazilian soccer jerseys into dynamic billboards for blood donation awareness. The creative journey began with mining national blood bank databases for real-time inventory levels of blood types, integrated with geolocation data of soccer match venues. This innovative data fusion pinpointed the most critical blood shortages city by city, aligning with the soccer calendar. Implementation was seamless: as teams traveled, jerseys featured the blood type most in need for each location, amplified by localized stadium announcements and media. This strategy turned each match into a targeted call-to-action, directly engaging fans with the urgent need for donations in their community. Betano's campaign not only showcased the impactful use of data for social good but also set a new standard in the creative integration of sports marketing and public health advocacy.

Betano's B-Blood campaign profoundly impacted, reaching 20 million people and sparking a 20% surge in blood donations, setting new records in donor participation. By leveraging data to enhance the consumer experience, this initiative not only educated soccer fans about the critical need for blood types but also made the act of donating personal and urgent. The data-driven approach, spotlighting specific blood shortages, led to behavioral change among fans, transforming them from spectators into life-saving donors. This heightened engagement was mirrored in the business impact for Betano, reinforcing its brand as a leader in social responsibility and innovation. The campaign's success demonstrates the power of data in creating meaningful connections between brands, their audiences, and critical social causes, setting a new benchmark in how data can be used to drive significant societal and business outcomes.