2022 Winners & Shortlists

BLOOD UNITY

Gold Lynx
BrandDONNER SANG COMPTER
Product/ServiceASHURA
EntrantFP7 McCANN Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness for Good
Idea Creation McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Idea Creation 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Media Placement 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement 3 FP7 McCANN Beirut, LEBANON
PR McCANN HEALTH Dubai, UNITED ARAB EMIRATES
PR 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
PR 3 FP7 McCANN Beirut, LEBANON
Production McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Production 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production 3 FP7 McCANN Beirut, LEBANON
Production 4 AFP SERVICES Beirut, LEBANON
Post Production McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Post Production 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
Post Production 3 FP7 McCANN Beirut, LEBANON

Summary of the work

On the Day of Ashura, in the Islamic calendar, a day of public mourning in Lebanon, hundreds of thousands of Muslims commemorate the death of Imam Hussein by inflicting self-harm as a form of sacrifice. While these men willingly spilled their blood on the streets, Lebanon remained in desperate need of anyone who would willingly give blood to those in need. With no central blood bank, patients in Lebanon have been forced to turn to social media networks in desperation. So, for Donner Sang Compter (DSC), an NGO whose purpose is focused on improving the ease of access and quality of blood donations, we integrated into the outdated and irrelevant sect-driven ritual of bloodletting in culture, and made it relevant to modern day. And we created "Blood Unity", an initiative that encouraged those who spill blood to donate it instead. Our transformation of a thousand-year-old ritual linked to religion and culture, gained political commitment and support, as we collaborated with health and religious authorities. We also collaborated with logistics partners and hospitals, creating increased opportunities for blood donation sessions at mobile sites and static sites. Driving voluntary blood donation vs bloodletting among Shia Muslims and collaborating with authorities, “Blood Unity” helped save thousands of lives, redirecting outdated traditions.

Credits

Name Company Role
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Fouad Abdel Malak FP7 McCann Dubai Regional Executive Creative Director
Oliver Robinson FP7 McCann Dubai Regional Executive Creative Director
Taskeen Limalia McCann Health Dubai Associate Creative Director
Prajakta More McCann Health Dubai Associate Creative Director
Karim Kazan FP7 McCann Beirut Executive Creative Director
Emile Atallah FP7 McCann Beirut Managing Director
Carl Bou Abdallah FP7 McCann Beirut Strategy Manager
Karen Kamel McCann Health Dubai General Manager
Lucas Velasco Fuse FP7 McCann Dubai Motion Artist
Deydson Maik F Rocha FP7 McCann Dubai Senior Editor
Rosy Mouallem FP7 McCann Beirut Art Director
Ramadan Ghali RG Calligrapher
David Sanchez FP7 McCann Dubai Copywriter
Nerine Gardiner FP7 McCann Dubai Copywriter
Jimmy Cobos FP7 McCann Dubai Designer