The campaign aims to raise public awareness about the low donation rates in Brazil. Currently, only 1.4% of Brazilians are regular donors, according to data from the Ministry of Health. The World Health Organization (WHO) recommends that this rate be between 3% and 5% of the population.
The campaign ends with the message: "Only 1.4% of the population are regular blood donors. It's time for more people to take this chance," reinforcing the connection between the brand's universe and the act of solidarity of donating.
"The purpose of the campaign is to show that the most valuable bet someone can make is not on a game, but on an act of empathy that can save many lives. We want to use our reach to raise this awareness in people," says Ivan Dutra, CEO of Luckbet.
The video, produced by Agência Renca, was broadcast on TV Globo and is competing for the TVCA Communications Award. The company is also planning initiatives in partnership with regional blood banks, encouraging the public and employees to become regular donors.
"Brazilians are naturally supportive, but often lack information or encouragement. We're trying to change that with a simple, direct campaign with real potential for impact," adds Dutra.
Luckbet's campaign joins other recent initiatives by brands that have mobilized around blood donation, a practice still plagued by myths and misinformation. The practice is safe, quick, and can be done by anyone between the ages of 16 and 69 who is in good health and meets the criteria established by blood banks.
Source: GMB
