Save the Day

Brazilian law guarantees CLT workers the right to one day off every twelve months for voluntary blood donation, without loss of pay, according to Article 473, item IV. With this in mind, Publicis Brasil developed the Save the Day campaign for Grupo Pulsa, the largest blood therapy group in Latin America. The main argument is to have an irresistible appeal to the gaming community: one less day of work to save lives in the game and in real life.

The mechanics of the action promote blood donation drives aligned with the main releases on the gaming calendar, dates eagerly awaited by this audience segment. Anyone between the ages of 16 and 69, weighing more than 50 kg and in good health can donate blood. Those under 18 only need authorization from their parents or guardians. Due to the shortage of donations during the holiday season at the beginning of the year and during Carnival, blood banks across the country have critical stock levels.
“We need to connect with new communities to reinforce the importance of blood donation, and that means understanding their habits, passions, and motivations. Save the Day helps us bring the cause closer to the gaming community, showing that a simple gesture can have a huge impact on the lives of many people,” says Paulo Pontes, Donor Recruitment Coordinator for the Pulsa Group. Present in 18 Brazilian states, the group allocates 30% of all blood collected to the Public Health Network.
On the campaign calendar, the first activation takes place this Friday, February 27, when one of the most anticipated games of the year will be released. Following the schedule of new games, the next actions will take place on March 4, March 27, April 24, and April 28. By encouraging donation on release dates, the gesture of saving real lives adds to the experience of living a memorable and desired moment in gamer culture.
The campaign features a film created by Publicis Brasil, which conveys the Save the Day concept in a direct way that connects with its audience's universe. The film features characters inspired by classic gaming archetypes, such as zombies and samurai, who inform the audience and encourage them to visit blood banks.
“The idea stems from a real and urgent problem: blood donation. By turning a little-known right into an incentive, we have created a double benefit: gamers donate blood and also get a whole day to play the launch of their favorite game. In this way, we show that it is possible to save lives both inside and outside the game,” says Mauro Ramalho, Chief Creative Officer at Publicis Brasil.
Complete information about blood donation: https://pulsandovidas.com.br/