In Belgium, Red Cross Flanders has teamed up with Pharmes, a company that makes LED signs for pharmacies, to raise awareness about the need for blood donations. The project is using a familiar symbol – the green cross outside pharmacies – to communicate real-time information about the blood supply in the region.
The initiative, known as “Green Cross, Red Cross,” transforms these iconic pharmacy signs into a tool for public health. The green cross, which usually shows the time, temperature, and weather, will now change color to red when there is a shortage of certain blood types. This provides a visible and direct alert to passersby, encouraging them to donate blood.
This collaboration aims to address the critical need for blood donations, particularly during times when supplies run low, such as after holidays or travel. The goal is to increase awareness and participation in blood donation by keeping the issue visible in everyday life. By the end of 2025, over 150 pharmacy signs across Belgium will be equipped with this feature, showing up-to-date blood supply information.
The idea is to make blood donation a regular part of the conversation, reminding the public that 70% of people will need blood or plasma at some point in their lives. The new technology, powered by Pharmes’ LED signs, offers pharmacies an opportunity to play a visible social role in their communities, offering real-time updates that can make a difference in saving lives.
Credits:
Client: Rode Kruis Vlaanderen
Campaign Partner: Pharmes
Agency: Mutant
Chief Creative & Strategy: Odin Saillé
Creative Directors: Ruben Van Maldeghem & Jesse Van Gysel
Creatives: Simon Pyson & Iris Nuyts
Business Director: Lina Mertens
Brand Rep Director:Anneleen Coppens
Client Director: Allen Marchant
Client Manager: Shi Qi Ji
Producer: Camille Krekels
Design Director: Frank Schouwaerts
Motion Designer: Bob Van den Audenaerde
