Social marketing

Campaign: QR TKS

Client: Santa Casa de Misericórdia de São Paulo

WPP Company: Y&R São Paulo

Y&R has worked with Santa Casa de Misericórdia, a public hospital in the heart of São Paulo, for over eight years. In 2012, Y&R São Paulo created a mobile campaign to increase blood donations by encouraging sporadic donors to donate more regularly. QR codes were printed on the plasters placed on donors’ arms. When scanned they open a thank you message from people in need of blood or people who had received blood, and explain how the wearer’s donation would help.

In one week following the drive, the hospital saw 800 donors, up 23% on a typical week, and 71% of donors returned to donate more. The campaign won a Bronze Cannes Lion for Best Use of Ambient Media.