Advertiser: Untold Festival & National Institute For Blood Donations
Agency: MCCANN WORLDGROUP ROMANIA
Romania is ranked second to last in Europe for active blood donors. Only 1.7% of the population donates blood and in most cases, only after someone close to them is in need of a transfusion1.
To be self-sufficient in national blood supply, a country is estimated to need a minimum of 2.5 % of its adult population as regular donors. The European average is 6%2. Blood has a very short shelf life (as short as five days for platelets3) and repeat donors can only give blood up to a maximum of four times a year for men and twice for women4. Fresh blood is constantly needed to guarantee secure levels of supply.
In 2015 when our story begins, Romania's medical system was facing a crisis. Blood supplies were so low that doctors were having to cancel operations and many people were not receiving essential medical care. This was a national news story. The medical profession was asking people to come forward through the media.