| Title | BUNT SPENDEN |
| Brand | LSVD LESBEN UND SCHWULENVERBAND DEUTSCHLAND |
| Product/Service | BLOOD DONATIONS |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
DDB GROUP GERMANY Berlin, GERMANY
|
|
Advertising Agency
|
DDB GROUP GERMANY Berlin, GERMANY
|
|
Production Company
|
MR BOB FILMS Berlin, GERMANY
|
Credits
| Eric Schoeffler |
DDB Group |
Chief Creative Officer |
| Matthias Schmidt |
DDB |
Executive Creative Director |
| Veit Moeller/Nils Haseborg |
DDB |
Creative Director |
| Andrew Morgan/Ricardo Müller/Lucio Regner/Jacopo Biorcio |
DDB |
Art Director |
| Alice Bottaro/Marc Lüdemann/Vesna Koselj/Lydia Willie |
DDB |
Copywriter |
| Constanze Schmidt/Nele Opel |
DDB |
Account Manager |
| Andrew Morgan |
DDB |
Illustration |
| Caroline Heinrich |
DDB |
Animation |
| Ben Föhr/Max Penk/Daniel Krebs |
Mr.bob Films |
Producer |
|
Bleech |
Programming |
| Marc Kaufholz |
DDB |
Screen Desgn |
| Fabian Nöthe |
DDB |
Ux Director |
| Samir Belhsen |
DDB |
User Experience Designer |
Brief Explanation
We needed a strong symbol to represent the missing blood and gain attention. So we removed the red of the rainbow flag and used it as status bar– filled in real-time by supporters signatures. The challenge was to create a a design that is consistent, tells a story, works online an offline, catches the attention and differentiates itself from the usual social campaigns – all with a tiny budget.
The Brief
In Germany bi- and homosexual men are not allowed to donate blood. We didn´t know that – and so don´t millions of others. That´s why we wanted to raise awareness around the topic and make people act against the discrimination in a simple way. “Bunt Spenden” is an interactive online petition that brings a social relevant topic as close as possible to the public. The goal? Collect 25.000 signatures, start a public discussion and change the law.
How the final design was conceived
We used the rainbow on the LGBT flag as inspiration for the whole campaign, from the posters to the website. Having a very small budget, we used design as a central tool to attract the curiosity of people: thanks to bright colours, simple illustrations and animations we translated a very complex medical topic in a friendly message, informing about the discrimination in a way that didn´t feel staged or dramatic but approachable and modern.
Indication of how successful the outcome was in the market
The 25.000 signatures needed where reached in one week - and even more kept arriving. The project started an important public discussion on social media and on national and international blogs and newspapers, winning over influencers like Germany’s first outed football star Thomas Hitzlsperger. In the end, the signatures needed were presented to the German Medical Association.