The challenge was to develop a social marketing strategy for the Rede de Municípios Doadores (Blood Donor Cities Network), empowering local governments to effectively organize and coordinate blood donation campaigns. The goal was not only to support the execution of these campaigns but also to solidify the branding of CNM (National Confederation of Municipalities) and the Rede de Municípios Doadores, reinforcing their identity within the municipal landscape.
Our approach was defined by boldness and creativity. We identified the "madrinha" figure—typically the mayor's wife—as a central element to humanize and personalize the campaigns. Simultaneously, we promoted joint efforts among municipalities to maximize the reach of these initiatives.
We developed a comprehensive set of graphic materials and social media templates to ensure cohesive and impactful visual communication. Additionally, we carried out activation actions at municipal events, strengthening brand presence and directly engaging public officials.
A major innovation was the development of a cutting-edge app for donor registration, pre-screening, and low stock alerts, which was later migrated to an open-source platform. This solution significantly expanded the reach and effectiveness of the campaigns.
As a result, numerous municipalities adopted the platform, successfully conducting blood donation campaigns. The combination of creativity, boldness, and a well-structured social marketing strategy positioned the Rede de Municípios Doadores as a leader in the field, generating social impact and strengthening the branding of the involved organizations.
This success story is a testament to our ability to turn complex challenges into effective and innovative solutions, exceeding expectations and delivering concrete results for our clients.
