Print ad: AVIS Milano: Red Code Formulas

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Top 6: June 22nd 2016

The recent news about the possibility to reproduce blood artificially has raised an important debate that has misleadingly brought many people to think that blood donation is not necessary anymore. FCB Health Milan discussed the implications of this change of perception/behavior with AVIS Milano (Italian Association of Blood Donors). AVIS confirmed that in Milan each year there are transfused about 24.000 blood units, but this number is still not enough to cover the real request. Furthermore, artificial blood development is still in a testing phase and cannot be used to supply the hospitals.

The campaign Red Code Formulas utilizes the “letters” of the Periodic Table to write phrases that express extreme distress and underlines the fact that blood donation is still the only way to help patients that need transfusions.

“This multisubject campaign highlights the fact that, despite of the scientific progress, altruism is still the most important element when it comes to save lives of patients that need transfusions“ - Comments Fabio Teodori – ECD FCB Milan.

The campaign was launched in different media: newspapers, scientific journals and billboards in different hospitals.