It all started with a morning coffee with my colleagues and a question: What if we...?

Romanian hospitals and emergency services were facing a serious shortage of blood, with just 2% of the population donating. 

The problem was quite simply a lack of exposure, so to bring this to the attention of as many people as possible, we decided to target viewers of Observator, the number one prime time news programme.

We highlighted the lack of blood donations with a simple metaphor – removing the colour red from the broadcast for a whole week.

This generated an 80% increase in blood donations and a 300% increase in the government’s blood donations budget for 2015.

Truly a life-saving idea.

Writing a brief is not a task to be checked off like a shopping list or completed like a paint-by-numbers illustration. It is an opportunity to unleash creativity and should be treated with the utmost respect and care. #cakeordeath"

Gareth Ellen, China COO & Regional Planning Director, Shanghai

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