Description
THE PROBLEM: Nigerians fear blood donation, seeing it as a taboo or “evil,” mostly due to religious and cultural beliefs, with strong reinforcement from Nollywood -Nigeria’s film industry- through its popular ‘Blood Sacrifice’ trope. But this fear comes at the heartbreaking cost of severe blood shortages and countless lives lost each year.
THE IDEA: We took the “evil sacrifice” narrative from Nollywood and turned it on its head while challenging Nigeria’s blood donation stereotype.
THE EXECUTION: We launched a series of striking visuals featuring actors dressed as typical Nigerian “evil” native priests (aka Baba ‘Lawo), revered for their dark magic fueled by blood sacrifices. To turn the deep-seated fear into a powerful call to action, we led the campaign with Margaret Bandele Olayinka, aka Iya Gbonkan, a well-known face of blood sacrifices in Nollywood, to drive home our message: "NOT ALL BLOOD SACRIFICES ARE EVIL." The campaign rolled out across Print, Digital, and Radio.
This professional campaign titled 'BLOOD SACRIFICE' was published in Nigeria in April, 2025. It was created for the brand: Nigerian Red Cross, by ad agency: X3M Ideas. This 360° and Static Images media campaign is related to the Health industry and contains 3 media assets. It was submitted 7 months ago.
Credits
Advertising Agency: X3M Ideas, Lagos, Nigeria
Chief Creative Officer: Steve Babaeko
Executive Creative Director: Mike Miller
Creative Director: Sam Oluwagbemi
Deputy Creative Director: Kelechi Uduma, Aidovhioghie Anani, Oladunni Williams
Head Of Art: Lai Pishon-Boboye
Copywriters: David Odey, Oluwabukola Boss, Taiwo Dawodu
Art Directors: Femi Olotu, Raymond Zosi
Photographer: Kelly Green
Set Design: Omoseebi Omololu Leo
Wardrobe: Kingsley Okoye
Makeup: Sandra Anonyuo (Knowels)
Production company: Zero Degrees
Director of Brand Management: Temitope Ayeni
Brand Management: Pauline Oamen, Blessing-Adata Jaja
