The state of Bahia was experiencing a shortage of blood. To raise awareness of this problem and increase the blood reserves, Hemoba Foundation (Blood Foundation) in Brazil partnered with Bahia football club Esporte Clube Vitoria to run a unique blood donation drive.
For the campaign, the football club changed the stripes of their iconic jersey from red to white. Then over the course of the season as the blood reserves rose, the team slowly changed the white stripes back to the original red.
As a result, the promotion earned Vitoria enormous publicity and helped raise blood donation by 46%.