sexta-feira, 14 de setembro de 2012

Social causes and ludic mechanics

This post is about a recent Brazilian advertising campaign for blood donation named “Meu Sangue Rubro Negro” (something like “My Red and Black Blood”). A friend of mine – Rodrigo Jatene from Leo Burnett agency – was the creative director of this campaign.

Basically, the idea was to use a football team (the Brazilian team “Vitória”) as a platform to encourage people to donate blood. For this, the team uniform was changed.

The red colour of the t-shirt was replaced with white, and only with blood donations the color will (gradually) change. The image below shows this process.

And the video below explains the campaign better (subtitles in english).

We can see the ludic element used in a social cause in this case. The idea of bringing the color back to the t-shirt based on the number of liters of donated blood is a fun way to mobilize people to get involved in a real social problem.

Maybe it's correct to say that with ludic interfaces even serious messages may become entertainment.

And you? What do think about that?

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