Blood Concert / J. Walter Thompson Singapore
Despite being a huge country, India faces a chronic blood shortage. This shortage would easily be met if just 2% of Indian youth donated. But what was stopping the youth from donating?
We found out their biggest barrier - fear of needles. We also found out their biggest love - hard rock music. Both of which involve screaming.
So we married the two: Fear of blood donation + love for rock and roll. In partnership with India's biggest rock and roll band – Parikrama, we got Indian youth to overcome their fears by screaming for a good cause – a chance to see Parikrama live in concert.
Their screams even became part of a Parikrama song!