Most Shanghainese donate blood only once in their lifetime.
But donated blood has a short lifespan of just 35 days.

Working with the Shanghai Blood Centre we turned similar data into a campaign that redefined how people view blood donation.

Instead of fear-based messaging we introduced cute approachable blood mascots to make the conversation more engaging and informative. The campaign highlighted five urgent reasons why the city needed daily blood donations.

• 50 bags of blood are needed for every traffic accident victim.

• 20 blood donors are required for every burn victim.

• 25% of the blood bank’s supply is used for cancer treatments.

• 7% of the blood bank is reserved for infants and pregnant mothers.

• Donated blood older than 35 days must be discarded.

These insights appeared across high-traffic locations from billboards to hospital posters reaching those who could make a difference.

By making blood donation feel relatable yet urgent the campaign reshaped public perception and encouraged more frequent donations to sustain Shanghai’s life-saving blood supply.