Medicine:Blø for drakta
Blø for drakta (Translation: Bleed for the shirt), also called the Blood League, is a campaign set up by the Norwegian Red Cross to increase the registration of blood donors in Norway, specifically targeting football fans. The campaign runs each year from 1 September to 31 December.[1]
Campaign and history
The campaign was launched in 2023, as a collaboration between the Norwegian Red Cross and marketing agency Morgenstern. They initially aimed to recruit 4000 new blood donors across Norway,[2] but managed to get over 5400 new people to register during the campaign period.[1] In 2024, that goal was increased to 5000 new donors,[1] with over 9700 new people registering to donate blood, including over 2500 football fans.[3] In 2023, the campaign was shortlisted for the Gullblyanten (no)'s diploma and charity categories.[4]
21 different commercials were made for the campaign, each targeting various football rivalries in Norway across the Eliteserien and Toppserien. These commercials aired at half-time during football matches, commercial breaks on TV 2, and on the clubs' social media accounts.[1][2] The commercials have been shortlisted for multiple awards, including the Epica Awards in 2024,[5] where they won silver in the Cultural Insights and Public Interest categories,[6] and the Cannes Lions International Festival of Creativity's Direct Lions award in 2025.[7] It also won two awards in 2025, being the Gullblyanten (no) and the ANFO Annonsørforeningen (no) Effect awards.[8][9]
Competition
To incentivize football fans to sign up, whenever someone registered as a new blood donor, they could choose the football club in Norway they support. For every new donor, that team is given a point in the Blodtabellen (English: Blood Table).[1] Each team starts with zero registrations on 1 September,[3] with the winner being the team with the most supporters who sign up to become new donors during the campaign period.[2]
Winners
References
- ↑ 1.0 1.1 1.2 1.3 1.4 Frithjofsen, Lise (8 September 2024). "Oppfordrer supportere til å «blø for drakta»" (in no). https://www.bodonu.no/oppfordrer-supportere-til-a-blo-for-drakta/s/5-159-89675.
- ↑ 2.0 2.1 2.2 Hofsrud, Øyvind (20 October 2023). "Røde Kors oppfordrer supportere til å «Blø for drakta» - spiller på rivalisering i ny kampanje" (in nb-NO). https://www.kampanje.com/reklame/rode-kors-oppfordrer-supportere-til-a-blo-for-drakta-spiller-pa-rivalisering-i-ny-kampanje/208654.
- ↑ 3.0 3.1 3.2 3.3 "Blø for drakta" (in no). https://www.rodekors.no/gi-blod/blodsupporter/.
- ↑ "Blodtabellen" (in no). https://www.kreativtforum.no/gullblyanten/blodtabellen.
- ↑ redaksjonen, Av. "Norske byråer har 27 vinnersjanser i Epica Awards" (in no). https://www.kreativtforum.no/artikler/nyheter/norske-byraer-har-27-vinnersjanser-i-epica-awards.
- ↑ "Epica Awards". Instagram. https://www.instagram.com/reels/DHQNdGzpdXx/.
- ↑ Jerijervi, Dag Robert (15 June 2025). "Try, Anti og Morgenstern på shortlist i Cannes" (in nb-NO). https://www.kampanje.com/reklame/try-anti-og-morgenstern-pa-shortlist-i-cannes/864653.
- ↑ Grenne, Av Harald. "Gullblyanten 2024: triumfkveld for Anorak, TRY og Per Høj (mfl.)" (in no). https://www.kreativtforum.no/artikler/nyheter/gullblyanten-2024-triumfkveld-for-anorak-try-og-per-hoj-mfl.
- ↑ Rønning-Arstad, Julie (6 March 2025). "Vinnerne i ANFO Effekt 2024" (in nb-NO). https://anfo.no/2025/03/06/vinnerne-i-anfo-effekt-2024/.
External links
- Røde Kors (Norwegian Red Cross) (in Norwegian)
- Blør du for drakta? on YouTube (in Norwegian)
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