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2020 One Show - Health, Wellness & Pharma

#STOPMITHANI

Agency Leo Burnett / Mumbai + Prodigious / Mumbai

Client HDFC Bank Parivartan
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Annual ID

OS_HW20_082M

About the Work

After doing multiple campaigns in the past, HDFC Bank saw that the problem of blood shortage still exists in Indian blood banks, in huge numbers. People needed to be given a strong reason to donate blood. We saw that, people only donate blood for someone they care about. Thus, the face of our drive became a common Indian man who has donated blood for 151 times in his life. But since he is 65 now, he won't be able to do so anymore. The problem is that he won't stop. We appealed to all the young and healthy individuals in the age group 18-35 years to come forward and start a nationwide movement to #STOPMITHANI. The campaign kicked off on 7th December 2018, through a radio interview by Mr. Mithani, where he shared his story. This was followed by a digital video, voice blasts, social media messaging and on ground activations. Mr. Mithani’s heroic tale was also covered in the YourStory magazine, a popular youth platform in India. We also placed a live ticker outside Mr. Mithani's house, that showed him the number of donors wanting to stop him, from donating blood by donating blood. It was all hugely successful.