China has recently been running so short of blood reserves that blood from one mosquito bite from each of its 1.3 billion population, amounts to half of it's currently very limited blood bank supply. Our key challenge was to turn this national problem into an opportunity to build awareness for Six God Mosquito Repellent and help remind people how precious every drop of blood is on World Blood Donors Day.

To build awareness for Six God Mosquito Repellent in China on World Blood Donors Day.

To show the idea of mosquitoes becoming the "undercover" recipients of blood that should go to the patients in need, we created a new Chinese "mosquito" typeface based on the names of real patients who need blood donations.

The effort was easily circulated on popular local social networks like Wechat and Weibo. The effort was also heavily linked to online discussions on the nation's blood shortage problem, building greater awareness for the brand.