Azerbaijan has the world’s highest number of children born with the blood disorder thalassemia, a hereditary disease primarily found among Mediterranean cultures. The illness requires extensive blood transfusions for babies, and hospitals often lack the needed amount of donated blood.
So Y&R Moscow partnered with Azerbaijan cellular network Nar Mobile to re-imagine blood donations for today’s digital world. Together they created a special wearable bracelet that let smartphone owners easily donate power to another.
The unique “donor cables” were an instant hit and the country saw an increase in blood donation by 335%.