McCann Romania Promotes Blood Donations

McCann Worldgroup Romania, based in Bucharest, has launched a campaign along with its client, the retail store chain Mega Image, to promote blood donation in the country. The campaign, “Produs imposibil de cumparat” (roughly translating to, “Product impossible to be bought”), includes the placing of fake packages of blood on Mega Image store shelves to draw attention. The effort, which includes partners such as the National Institute of Transfusion Hematology and the Bucharest Transfusions Center, is considered critical to public health as Romania faces a unique and dangerous shortage of blood donations, ranking last among all EU countries for annual blood donations. McCann created a series of packages that look like containers of blood, with the packaging listing the groups and organizations where blood donations can be made. A PR and social media campaign reminds Romanians that the most valuable product cannot be kept on a store shelf and cannot be bought.

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