Santa Casa de Misericordia de Sao Paulo: THE REWEARABLE DRESS

Seasons change, but the need for blood donors at blood centers around the country hasn’t. With the arrival of Autumn, Santa Casa de Misericórdia de São Paulo saw a drop of 35% in the number of voluntary donations. To bring awareness to the population and change this situation, the campaign, created by Y&R Brazil, relied on the participation of seven celebrities, influencers of both the offline world and the internet – Mariana Rios (www.instagram.com/marianarios), Fernanda Souza (www.instagram.com/fernandasouzaoficial), Thaila Ayala (www.instagram.com/thailaayala), Sabrina Sato (www.instagram.com/sabrinasato), Vera Viel (www.instagram.com/veraviel), Ana Paula Siebert (www.instagram.com/anapaulasiebert) and Fabiana Justus (www.instagram.com/fabianajustus) – and used a single dress to raise the alert: a single donation can save approximately seven lives. Video: https://youtu.be/Y521lnxjZ6Y

The advertising campaign started with the posts of celebrities, who wore the same red dress during the same week. The fact caught the attention of their fans and of the media vehicles. In the end, they all revealed the noble cause in their respective social networks: “It wasn’t by chance. All 7 of us wore the same dress to direct the spotlight to an important thing: the same blood donation can save approximately 7 lives. Do your part. Give blood”.

According to Rafael Pitanguy, creative vice president at Y&R Brazil, the purpose of the action is precisely to make people curious and generate a debate on the topic in an unprecedented manner. To round it off, the model of the dress revealed in the campaign, created exclusively by Pop Up Store, will be mass manufactured with 100% of the profit from sales reverted to Santa Casa de Misericórdia de São Paulo.