One of Brazil's oldest football clubs, Vitoria
, based in Salvador Bahia
, has launched a campaign removing the red stripes from their official jersey design in order to highlight the country's need for blood donors. The red stripes have been replaced with bands of white, which will gradually return to their original colour, stripe by stripe, after each game as fans donate more blood.
The campaign, created in conjunction with Leo Burnett Tailor Made
and the Health Secretary of Bahia
, is also being promoted through Facebook. My Blood is Red and Black
follows the club's initial campaign of placing 'Give Blood' as a slogan on their shirts during previous games. The club's president Alexi Portela Junior
explains the idea is about sparking active participation and making a difference. At a recent match the players carried a banner claiming, 'Vitoria has always given its blood to you. It's now time for you to give yours.'
It's heartening (excuse the pun) to see the celebrity influence of footballers being used for a more worthy cause than endorsing sportswear. Changing something as iconic as Vitoria's football kit is a smart way of highlighting the need for blood donation, immediately creating curiosity among sports fans as to why their clothing has changed and then keeping the issue front of mind as it gradually changes throughout the season.
The campaign plays with the concept of social cohesion - bringing people together around a common cause - linking feelings of pride and camaraderie related to the support of a football team to the support of a health cause. www.meusanguerubronegro.com.br This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact firstname.lastname@example.org