Campaign details

Brand: Untold Festival & National Institute for Blood Transfusions
Brand Owner: Untold Festival & National Institute for Blood Transfusions
Lead Agency: UM
Contributing Agency: McCann Bucharest
Country: Romania
Industries: Public health
Media Channels: Events & experiential, Other & ambient media, Outdoor, out-of-home, Public relations, Social media, Sponsorship - event, property, Television, Websites & microsites
Budget: Up to 500k

Executive Summary

Pay with Blood is the boldest national campaign ever run for blood donations in Romania, put in place through an extraordinary partnership between Untold Festival and National Institute for Blood Transfusions. We turned tourniquets into concert entry bracelets and in effect created a new media vehicle for a great cause.