Teplokrovni (Warm-blooded): shifting the focus from blood to donors
Creative idea
Blood donation campaigns kept asking Ukrainians to be heroes. But the problem was not that people were refusing to help – they were avoiding the friction around helping. So PUMB and Mastercard shifted the focus from blood to donors. Teplokrovni is a mobile, double-decker donation hub that brings the experience into people’s everyday lives. An interactive exhibition replaces fear with knowledge. A comfortable medical space removes the barrier of an unpleasant public hospital experience. Online booking makes access simple. Donor appreciation, local businesses, opinion leaders, and media turn an individual donation into a visible community ritual. We didn’t just ask for blood. We redesigned the journey.
Brand name: PUMB
Advertiser / client: PUMB, Mastercard
Product / service: Voluntary blood donation
Campaign name: Teplokrovni (Warm-blooded): shifting the focus from blood to donors
Agency network: INDEPENDENT AGENCY
Agency: Adsapience, Kyiv, Ukraine
Additional company: All-Ukrainian Association For Development Of Blood Donation 'DONOR.UA'; Non-government Organization 'Blood Donors' Agents'
Web address: https://teplokrovni.com.ua/en
Agency chief executive officer: Tetiana Gusak
Creative director: Anton Savchuk
Art director: Oleksandra Sikach
Copywriter: Eugenia Zakhvatova
Account director (agency): Dmytro Buriak
Photographer: Maksym Nemykin
Film production: Halyna Hultai
Event production: Adsapience
Additional company: Adsapience: Alyona Koshuk, Group Account Director; Vadym Kotuma, Senior Account Manager; Alina Yakymenko, Communications Manager; Nataliia Polivanchuk, Communications Lead; Nataliia Rudnyk, PR & Communications Manager; Iryna Drotik, Account Executive; Kateryna Storonchak, Partnership Manager.
PUMB: Ksenia Sikorska, Marketing Director;
Tetiana Kolesnyk, Head of CSR; Mariia Horobets, Head of Communications;
Anastasiia Sidko, Head of SMM;
Anastasiia Yurchenko, SMM Manager.
Mastercard: Natalia Baidala, Head of Integrated Marketing & Communications;
Iryna Hofman, Account Manager; Tetiana Nastenko, Marketing Services Manager;
Alla Andrushchenko, Communications Manager.
