Meio&Mensagem
Publicidade

Wave Festival

27 A 29 DE MAIO DE 2019 | GRAND HYATT, RIO DE JANEIRO - RJ

PR / Bronze

Título: Rainbowblood
Categoria: C03. Use of Celebrity, Influencers & Key Opinion Leaders
Agência: McCann Lima
Anunciante: PRESENTE & AHF PERU

Sinopse: Brief :

A bag of blood is filled with approximately half a liter, an amount that can save up to 3 lives.

In Peru, 600.000 liters of blood are needed each year and less than half is collected.

Even knowing this, the public medical centers reject blood from people of LGTB community. The medical form disregards them by labelling them a risk group along with prostitutes, ex-convicts and drug addicts who are believed to have high possibilities of carrying an STD.

Solution & Cultural

To change this act of discrimination, the RAINBOWBLOOD movement was born under the care of the organizations PRESENTE and AHF.

To generate conversation, different people from the community LGTB who had been rejected as donors underwent STD tests.

Influential figures, politicians and journalists were sent the results in empty blood bags to demonstrate that these people are considered healthy donors under the W.H.O criteria.

Sinopse em inglês: Brief :

A bag of blood is filled with approximately half a liter, an amount that can save up to 3 lives.

In Peru, 600.000 liters of blood are needed each year and less than half is collected.

Even knowing this, the public medical centers reject blood from people of LGTB community. The medical form disregards them by labelling them a risk group along with prostitutes, ex-convicts and drug addicts who are believed to have high possibilities of carrying an STD.

Solution & Cultural

To change this act of discrimination, the RAINBOWBLOOD movement was born under the care of the organizations PRESENTE and AHF.

To generate conversation, different people from the community LGTB who had been rejected as donors underwent STD tests.

Influential figures, politicians and journalists were sent the results in empty blood bags to demonstrate that these people are considered healthy donors under the W.H.O criteria.

A situação: A blood bag has a capacity of about half a liter, which can save up to three lives.

In Peru, almost 600,000 liters of blood are required every year, of which less than half is collected.

Even so, public medical centers reject blood from people in the LGTBI community, simply because of their sexual orientation.

The medical form rules them out by identifying them as a high-risk group together with prostitutes, ex-convicts and drug addicts with an elevated possibility of carrying an STD.

This inclusion issue was well known in Peru, but it was overlooked by the Ministry of Health, despite the constant complaints from the LGTBI community on social networks.

O objetivo: PRESENT, NGO dedicated to incorporate LGBTIQ + diversity in the labor and cultural sector through educational and artistic resources; and The AIDS Health Foundation (AHF), a non-profit organization that offers cutting-edge medicine and education to more than 1 million people in 43 countries, came together with the intention of ensuring that no person wishing to donate blood is prevented to do it solely because of their sexual orientation.

A estratégia: In order to carry out the campaign, we start with a very simple observation: ignorance leads to ineffectiveness. If we do not have enough information to exercise our judgment and make a decision for ourselves, what we will do is stay still or follow the current. In the case of blood donation, the MEDICAL CENTERS did not have enough information to know that the LGBT community does not have a “risk behavior” solely because of their sexual orientation. That is why, for the most part, they obeyed the directive of the form and did not allow any member of this community to exercise their right to donate blood to save lives.
That said, we took that observation and made it reach different agents of change to serve as a megaphone for the cause. In this way, we highlighted that they did have enough information to do something about it.

Execução: For the implementation of the strategy, it was necessary to create a database of the people to which we would send the empty blood bags, in order for them to be impacted and help us to change this act of discrimination.

A total of 150 bags were sent, and on the same day the movement’s social network pages were launched, which showed different stories of people who had been rejected and data on how all of the blood that had not been received from the LGTBI community could have saved lives.

In addition, the www.rainbowblood.org website was launched, containing scientific information and information from the World Health Organization, which validated people in the LGTBI community as suitable blood donors (complying with the same requirements as heterosexual people).

Resultados documentados: This simple strategy started trending on social media and made the headlines.

All this media exposure took the conversation to the Congress of the Republic of Peru.

Ten days after the movement launched, the Ministry of Health announced a change in the selection process for blood donors, which open all medical centers doors to the LGBT community.

On that very day, people previously rejected, proudly went to country’s main clinic to donate blood and save lives.

Art Director: Fernando Valladares

Creative Team: Carlos Banda

Creative Team – Planning: Rodrigo Revoredo

Public relations: Monica Cepeda – Yovany Quintana

Executive Producer: Andrea De La Torre

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