In an effort to raise awareness about the need for blood donations on National Blood Donor Day in Brazil, Grupo RBS set up the 'Blood Type Project' in collaboration with several major newspapers and help from the Lew'Lara\TBWA agency.
The premise was simple: have the newspapers "donate" a letter A, B, or O in their logos by coloring it red and placing a positive or negative sign beside it. These symbolic newspaper letter donations were meant to inspire people to donate their own blood in Brazil. Although this message had a prime spot on the front page of newspapers, the Blood Type Project was taken a step further by printing the names of journalists, victims or other people's names that popped up in the newspapers with their blood types, showing how much impact a blood donation has the potential to make on an individual's life.
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