Print ad: Santa Casa de Misericordia de São Paulo: Beard

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Santa Casa de Misericórdia de São Paulo’s new campaign resorts to simple and good-humored language to approach a serious theme: blood donation. The series of three ads created by the agency Young & Rubicam, Sao Pauo voluntarily responsible for the institution’s communication since 2004, is already being aired.

With the objective of stimulating the population to embrace the cause, the pieces called “Bald”, “Beard” and “Woman” show a person upside down, making the person’s face red with blood and his/her veins bulge. The signature explains: “You have more blood than you need. Give a bit”.

The initiative is part of the 5% (http://5porcento.org/ <http://5porcento.org/> ) movement. This aims at involving Internet navigators and advertisers to donate space in shared content and communication pieces to increase the number of donators in Brazil to 5%. The campaign was created by Lucas Casão and Guilherme Rácz, with Flávio Casarotti, Sérgio Fonseca and Rui Branquinho as creative directors. The photos are by Brandon Voges, from Bruton Stroube Studios.