THE PROBLEM
Nigerians fear blood donation, seeing it as a taboo or “evil,” mostly due to religious and cultural beliefs, with strong reinforcement from Nollywood -Nigeria’s film industry- through its popular ‘Blood Sacrifice’ trope. But this fear comes at the heartbreaking cost of severe blood shortages and countless lives lost each year.
THE IDEA
We took the “evil sacrifice” narrative from Nollywood and turned it on its head while challenging Nigeria’s blood donation stereotype.
THE EXECUTION
We launched a series of striking visuals featuring actors dressed as typical Nigerian “evil” native priests (aka Baba ‘Lawo), revered for their dark magic fueled by blood sacrifices. To turn the deep-seated fear into a powerful call to action, we led the campaign with Margaret Bandele Olayinka, aka Iya Gbonkan, a well-known face of blood sacrifices in Nollywood, to drive home our message: "NOT ALL BLOOD SACRIFICES ARE EVIL." The campaign rolled out across Print, Digital, and Radio.
MY ROLE
Idea, Production, Post production
