Hemoba Foundation

Hemoba Foundation (Blood Foundation) in Brazil partnered with Bahia football club Esporte Clube Vitoria to run “My Blood is Red and Black”, an award winning integrated advertising campaign. The state of Bahia was experiencing a shortage of blood. To raise awareness of this problem and increase the blood stocks, the popular football club changed the stripes of their iconic jerseys from red to white. The team only replaced the red on the jerseys stripe by stripe over the course of the season, as blood stocks rose.

Role: Copywriter