The One Show
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Category
Physical Products & Apparel
Annual ID
OS25_PT008S
Background
PROBLEM: In Brazil, 40% of the population is unaware of their blood type. Knowing your blood type is important for several reasons. First, because some health factors are more common to specific blood types. Second, because when you do know your blood type you can donate when your specific blood type is in short supply and in need.
OPORTUNITY: As a health diagnostics and integrated health system provider DASA Diagnostics decided to make the blood type information be readily available to the patients, and also invite them to learn more about what their blood type means for their health and also to sign up for alerts of when their specific blood type was in need of donations.
OPORTUNITY: As a health diagnostics and integrated health system provider DASA Diagnostics decided to make the blood type information be readily available to the patients, and also invite them to learn more about what their blood type means for their health and also to sign up for alerts of when their specific blood type was in need of donations.
Creative Idea
IDEA: We developed a new kind of band-aid, which has a thin layer that in seconds when in touch with blood can detect what type of blood that is. Making the information of blood type readily available to everyone who comes for blood exams. This is Blood-Aid™.
With that information, the patient is given specific literature developed by DASA concerning health traits of their specific blood type. Also, the patient is invited to sign up for alerts from the blood bank when their type of blood is in short supply and donations are needed.
With that information, the patient is given specific literature developed by DASA concerning health traits of their specific blood type. Also, the patient is invited to sign up for alerts from the blood bank when their type of blood is in short supply and donations are needed.
Insights & Strategy
Approach: A seamless experience which is no different to any blood exam, but with something new, the band-aid used after the blood exam reveals the patient's blood type. With that information, the patient is given specific literature developed by DASA that is specific to health traits of their specific blood type. Also, the patient is invited to sign up for alerts from the blood bank when their type of blood is in short supply and donations are needed.
Execution
We developed a new kind of band-aid, which has a thin layer that in seconds when in touch with blood can detect what type of blood that is. Making the information of blood type readily available to everyone who comes for blood exams.
DASA health professionals were trained to help the patient input their blood type on their phone health apps.
DASA health professionals were trained to invite patients to sign up to blood bank alerts for when their blood type is in short supply and donations are needed.
DASA health professionals were trained to deliver DASA developed literature with tips and watch outs of specific health issues related to their blood type.
DASA health professionals were trained to help the patient input their blood type on their phone health apps.
DASA health professionals were trained to invite patients to sign up to blood bank alerts for when their blood type is in short supply and donations are needed.
DASA health professionals were trained to deliver DASA developed literature with tips and watch outs of specific health issues related to their blood type.
Results
RESULTS: 8,000 people learned their blood type through blood-aid.
20% of patients impacted by blood-aid booked other health exams and doctor appointments related to the blood-type specific literature given to them after their blood type was revealed by blood aid.
Brand perception is at an all time high as an innovative health brand.
20% of patients impacted by blood-aid booked other health exams and doctor appointments related to the blood-type specific literature given to them after their blood type was revealed by blood aid.
Brand perception is at an all time high as an innovative health brand.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
DM9 / São Paulo
Art Director
Gustavo Henrique
Lucas Lima
Chief Creative Officer
Icaro Doria
Chief Strategy Officer
Stephanie Campbell
Copywriter
Caique Llaguno
Creative Director
Bruno Anibal
Caio Zuchi
Diego Guerhardt
Pedro Rosadas
Executive Creative Director
Nina Lucato
Producer
Caio Rodrigues
Isabela Ximenes
Business Director
Ana Claudia Benini
CEO
Pipo Calazans
Chief Content Officer
Cleber Paradela
Chief Media Officer
Renata Valio
Chief Production Officer
Anna Ferraz
COO
Thomas Tagliaferro
Creative VP
Laura Esteves
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