Betano's B-Blood campaign aligns with SDG 3: Good Health and Well-being, leveraging Brazilian soccer jerseys' visibility for blood donation campaigns. This effort tackles the critical issue of low blood donations in Brazil, enhancing public awareness and encouraging actions for health and well-being. By targeting specific blood needs through data, Betano merges sports sponsorship with public health advocacy. This illustrates a model where business goals and social causes unite, advancing sustainable development and showcasing Betano's commitment to societal improvement alongside its brand presence.

Leveraging soccer, Brazil's most captivating cultural and media spectacle, Betano's B-Blood campaign masterfully addressed the country's critical blood shortage. With regular donations alarmingly low, Betano transformed soccer jerseys, a prime media space, into a powerful call to action for blood donation. This strategic use of a beloved national pastime did more than just raise awareness; it culturally integrated the importance of donating blood into the fabric of Brazilian society. By marrying the visibility of soccer with the urgent need for donations, Betano created a media phenomenon that transcended traditional advertising, turning every game into a life-saving opportunity. This innovative approach not only spotlighted the issue in the most watched media spaces but also tapped into the cultural heart of Brazil, making it a significant contender in the Media category for its cultural impact and media innovation.

Betano's B-Blood campaign aligns seamlessly with the brand's broader objectives and commitment to the United Nations' Sustainable Development Goals (SDGs), particularly focusing on SDG 3: Good Health and Well-being. This campaign demonstrates a strategic blend of corporate social responsibility with the brand's core business, leveraging its high-profile sponsorship deals to address a pressing public health issue—blood donation scarcity in Brazil.

By transforming soccer jerseys into dynamic billboards for blood donation awareness, Betano not only raises awareness about a critical health issue but also fosters a culture of community support and well-being. This initiative is a direct action towards achieving good health and well-being for all, showcasing Betano's innovative approach to social responsibility.

Furthermore, this campaign reflects Betano's wider commitment to the SDGs by highlighting the role of private sector companies in advancing public health goals through creative and impactful partnerships. It shows that Betano is not just about the entertainment value of sports betting but is also deeply invested in leveraging its platform for societal benefits, aligning with SDG 17: Partnerships for the Goals. Through initiatives like the B-Blood campaign, Betano reinforces its position as a socially responsible brand committed to making a positive impact on society, beyond its immediate business interests.

Betano, the number one betting brand in Brazil, often embraces important social causes. In response to Brazil's critical blood shortage, with only slightly over 1% of the population engaging in regular donations, Betano harnessed its prime sponsorship position on the country's leading soccer teams' shirts—a media space of unparalleled value. The objective was clear: utilize this high-visibility platform to elevate the issue of blood donation. By transforming the coveted jersey space traditionally reserved for brand promotion into a beacon for social good, Betano aimed to significantly boost public awareness and drive action.

In Brazil, where the fervor for soccer deeply intertwines with national identity, captivating millions, the country faces a stark contrast in public health engagement—only a mere 1% of Brazilians regularly donate blood. This dissonance has placed an immense strain on blood banks, a situation exacerbated by the pandemic and unmitigated by numerous government efforts. Within this critical context, Betano's pioneering initiative emerges as a beacon of hope. By utilizing its prestigious position as a major sponsor for Brazil's beloved soccer teams, Betano transformed team jerseys into powerful platforms for advocating blood donation. This strategic move not only capitalizes on soccer's omnipresence in Brazilian culture and media but also bridges a vital connection between cultural passion and social responsibility. Betano's campaign transcends traditional advertising, creating a meaningful impact by rallying the nation's unyielding spirit for soccer towards a life-saving cause, showcasing the profound potential of leveraging cultural mainstays for societal betterment.

Our idea 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 achieved remarkable results, driving a more than 20% increase 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.

Our campaign leveraging soccer jerseys for blood donation awareness extends beyond immediate increases in blood donations. This initiative aims to cultivate a lasting cultural shift in Brazil, transforming public attitudes towards blood donation from indifference to active participation. By embedding this critical message within the fabric of Brazil's most beloved sport, the campaign seeks to normalize and elevate the importance of blood donation within societal consciousness. Over time, this could significantly raise the baseline of regular blood donors, ensuring more stable blood bank reserves and lessening the recurrent crises faced by healthcare systems. Additionally, Betano's approach could set a precedent for how sports sponsorships are utilized, inspiring other corporations to leverage their visibility for social causes, thus broadening the impact of corporate social responsibility initiatives. Ultimately, the campaign aspires to forge a legacy of increased public engagement with blood donation, supported by a deeper, culturally ingrained understanding of its importance.

Betano's B-Blood campaign, while primarily targeting SDG 3: Good Health and Well-being, also conscientiously aligns with broader sustainability goals, particularly in its approach to carbon emissions. The production and running of the campaign were managed with sustainability at the forefront, as evidenced by the brand's ongoing commitment to receiving the "Selo CO2 Neutro" certification, ensuring that all campaign-related activities were carbon neutral. Furthermore, the jerseys used in the campaign, symbols of the initiative's innovative approach to public health advocacy, were sold post-games, adding a layer of sustainability by promoting reuse and extending the lifecycle of these materials. This strategy not only maximized the campaign's environmental responsibility but also amplified its social impact, intertwining health awareness with sustainability practices. Betano's comprehensive approach demonstrates a holistic commitment to the Sustainable Development Goals, making it a worthy contender in this category.