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SBT Channel: Zumbi
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Brazil’s average of blood donors is way below than the world’s average, so the blood stocks are often times operating at a low level. To change this reality, SBT has made an unprecedent partnership with the largest brazilian streaming platform, Looke. We’ve removed all bloody movies from Looke’s platform and also from SBT’s programming in order to make people feel the lack of blood in some way. There was only one way to bring movies back: donating blood. In partnership with Pró Sangue, Brazil’s main blood center, in a bold initiative we’ve crossed the blood stocks database with Looke’s catalogue. As the blood levels raised, more movies were returned to the platform and to SBT. With the help of 3 TV spots and social media efforts the campaign quickly became a national hit, reaching over 300k social interactions and, which is even better, it helped to increase 32% of donations.
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