A Truck Full of Blood Hits the Streets to Raise Awareness About a Troubling Issue

Africa's Stunt for All Out Opens Eyes to Bias Against Donors

By Ann-Christine Diaz. Published on May 02, 2016

Editor's Pick

The film for this campaign illustrates a shocking reality: it opens with a man recalling taking his mother to the ER and being called upon to donate blood for her. But when the hospital found out he was gay, it rejected his contribution. In Brazil, men who have had sexual relations with other men in the past twelve months are legally banned from donating blood, causing the country to go without potential life-saving reserves.

To shine a light on this issue, agency Africa and the LGBT rights group All Out conceived the eye-opening "Wasted Blood" campaign. The stunt sent a truck filled with hundreds of blood bags through the streets of Sao Paulo. It carried the message, "Brazil wastes a truckload of blood every day because of pure prejudice" and directed passersby to the site In three differently languages, the site invites gay and bisexual men to join a virtual "donor queue" in an effort to illustrate just how much blood is going wasted without their donations.

Previously, Saatchi & Saatchi New York created a humorous campaign starring actor Alan Cumming addressing the same issue here in the States for GLAAD.

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May 02, 2016
Chief Creative Officer:
Sergio Gordilho
All Out of Action Fund
Creative Director:
Sergio Gordilho
Creative Director:
Alvaro Rodrigues
Maicon Silveira
Ricardo Matos
Otto Pajunk
Client Services:
Juliana Carvalho Araujo
Client Services:
Lucas Fajardo
Rodrigo Rodrigues
Camila de Quena Santos
Bianca Navega
Project Manager:
Guilherme Ramos
Project Manager:
Rafael Coelho
Leandro Ramos
Agency Producer:
Rodrigo Ferrari
Agency Producer:
Stella Gafo
Production Company:
Georgia Guerra-Peixe
Executive Producer:
Edu Tibiriça
Director, Photography:
Marcelo Rocha
Daniel Crepaldi
Post Producer:
Cesar Soares
Post Production:
Sound Design:
Satélite Áudio

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