Shanghai Blood Center: Blood Donation Hourglass

You could be saving someone's life this second, and he could be saving yours the next.

The brief: The whole of China is in lack of blood donation at present. In Shanghai, blood is needed every 90 seconds, however, the resource of blood is always in shortage. Hence, the challenge from the Blood Center was to increase the awareness about the urgency of blood donation and to get the public to be more active. And Christmas is a season of " giving ", so the Blood Center hopes we could design a Christmas gift to give out to white collars in companies to recruit more donators.

The idea: To raise awareness of the urgency of blood donation, we created an hourglass with red-colored sand in it, which represents the blood. And we printed the profile of a man and the Red Cross on each side of the timer. So when you turn the hourglass up side down from time to time, you can easily find out the relationship between "you" and "the Red Cross", anytime one of them is running short of blood, the other side can help instantly.

Advertising Agency: TBWA, Shanghai, China
Creative Directors: Yang Yeo, Elvis Chau, Lesley Zhou
Art Director: Leo Lee
Copywriter: Nicky Zhang
Illustrator: Amani Qian
Photographer: Jun Li
Published: September 2006