Anomaly, Touchmedia + Shanghai Blood Centre mark world blood donor day with short film series
To mark World Blood Donor day today, Anomaly Shanghai has created a number of short films in partnership with Touchmedia and the Shanghai Blood Centre to drive blood donation.
Although it’s a universe challenge for many countries to ensure safe and sufficient supply of blood, the situation in China is particularly concerning. The WHO estimates a gross donation rate of no less than 1%-3% of a population is required to meet their basic clinical transfusion demands, however, the donation rate in China was barely 1% in 2015. The number of surgeries performed has increased by10-15% per year on average in recent years, while the increase in donations has been less than 5%.
In keeping with the “Blood Connects Us All” theme of this year’s World Blood Donor Day, Anomaly shot and produced three short films that depict the parallel lives of donors and donees, connected through their compatible blood types.
The first film features Hao Yue, a 7 year old boy from Jiangxi province who was diagnosed with a neuroblastoma. Thanks to the donations from people like Yuan Ye, a traffic policeman who has donated blood more than 60 times, he has passed the most dangerous period.
The second film shows the parallel lives of ex-soldier and donor Ge Jiuheng, and street dancer Xiao A, who damaged her knee during training and required blood during her operation.
The final film presents donor Mark Huetsch, the founder of Pantry’s Best, and JiaJia, a donee who recovering from Myelodysplastic Syndromes (MDS).
The films will initially air on Touchmedia, China’s largest in taxi-media company, operating in over 25,000 taxis across China. In addition, Touchmedia will launch a Touch Your Heart Blood Bus where people will be able to donate blood this summer.
1 Comment
Split screens is such an old and tired technique. Not anomaly at all, the creativity is so normal.