# Symbolic Blood Donation Campaigns The Blood Type Project Had Newspapers Donate a Letter By Laura McQuarrie | Published 2014-05-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/blood-type References: [adeevee](http://www.adeevee.com/2014/05/grupo-rbs-blood-type-project-media-direct-marketing-pr/) & [gruporbs.br](http://www.gruporbs.com.br/en/) In an effort to raise [awareness about the need](https://www.trendhunter.com/trends/a-finger-for-hope) for [blood donations](https://www.trendhunter.com/trends/nara-medical-university) on National Blood Donor Day in Brazil, [Grupo RBS](https://www.trendhunter.com/trends/jumex-protein-shake) 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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 4% | Activity: 37% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Symbolic Blood Donations:** Opportunity to create more creative and impactful awareness campaigns by using symbolic gestures related to blood donations. - **Collaborative Marketing:** Opportunity for companies to collaborate with different industries and organizations to create impactful marketing campaigns. - **Personalized Impact Stories:** Opportunity to share personalized impact stories to inspire individuals to donate blood and showcase the potential difference it can make. ### Who This Affects Most - **Newspapers:** Newspapers can explore innovative ways to contribute to social causes and engage readers through symbolic gestures like letter donations. - **Marketing and Advertising:** Marketing and advertising agencies can help companies collaborate and create impactful campaigns that drive awareness and inspire action. - **Healthcare and Blood Donation Organizations:** Healthcare and blood donation organizations can leverage personalized impact stories to motivate more people to donate blood and save lives. ## Related on Trend Hunter - [Blood Donation Competitions](https://www.trendhunter.com/trends/we-give-blood.md) - [Bloody Promotional Game Campaigns](https://www.trendhunter.com/trends/blood-for-a-pc.md) - [Gamer-Targeted Donor Campaigns](https://www.trendhunter.com/trends/virtual-donors.md) - [Cannabis Blood Bank Initiatives](https://www.trendhunter.com/trends/pot-for-plasma.md) - [Blood Donation Donut Promotions](https://www.trendhunter.com/trends/free-dozen-donuts.md) - [Digital Canine Blood Registries](https://www.trendhunter.com/trends/bark-bank.md) - [Rebranded Cancer Organizations](https://www.trendhunter.com/trends/blood-cancer-united.md) - [Mixed-Reality Blood Donations](https://www.trendhunter.com/trends/mixed-reality-experience.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md)