Saatchi & Saatchi Joh'burg's campaign for SA National Blood Services

The Festive Season is almost here and with it comes the image of fun, beaches, parties and family time. But the reality is that the road accident toll rises dramatically, hospital emergency rooms are inundated with accident victims and demand for blood is at an all time high.

To encourage South Africans to donate blood and reduce the current critical blood shortage, Saatchi & Saatchi Johannesburg created an effective outdoor and direct mail campaign for the South African National Blood Services (SANBS). A mug was produced and placed in company canteens as well as sent to businesses around South Africa. But this is no ordinary coffee mug. Made with a heat sensitive glaze, as the coffee mug is filled with boiling water the red disappears to reveal the SANBS logo and a call to action – "We're running out of blood. Please donate."