Direct / Bronze

Título: Rainbowblood
Categoria: A15. Not-for-profit / Charity
Agência: McCann Lima
Anunciante: PRESENTE & AHF PERU

Sinopse: Brief :

A bag of blood is filled with approximately half a liter, an amount that can save up to 3 lives.

In Peru, 600.000 liters of blood are needed each year and less than half is collected.

Even knowing this, the public medical centers reject blood from people of LGTB community. The medical form disregards them by labelling them a risk group along with prostitutes, ex-convicts and drug addicts who are believed to have high possibilities of carrying an STD.

Solution & Cultural

To change this act of discrimination, the RAINBOWBLOOD movement was born under the care of the organizations PRESENTE and AHF.

To generate conversation, different people from the community LGTB who had been rejected as donors underwent STD tests.

Influential figures, politicians and journalists were sent the results in empty blood bags to demonstrate that these people are considered healthy donors under the W.H.O criteria.

Sinopse em inglês: Brief :

A bag of blood is filled with approximately half a liter, an amount that can save up to 3 lives.

In Peru, 600.000 liters of blood are needed each year and less than half is collected.

Even knowing this, the public medical centers reject blood from people of LGTB community. The medical form disregards them by labelling them a risk group along with prostitutes, ex-convicts and drug addicts who are believed to have high possibilities of carrying an STD.

Solution & Cultural

To change this act of discrimination, the RAINBOWBLOOD movement was born under the care of the organizations PRESENTE and AHF.

To generate conversation, different people from the community LGTB who had been rejected as donors underwent STD tests.

Influential figures, politicians and journalists were sent the results in empty blood bags to demonstrate that these people are considered healthy donors under the W.H.O criteria.

Art Director: Fernando Valladares

Creative Team: Carlos Banda

Creative Team – Planning: Rodrigo Revoredo

Public relations: Monica Cepeda – Yovany Quintana

Executive Producer: Andrea De La Torre