Blood banks suffer their greatest blood shortages in the months of June and July. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25 percent. It's a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood for their greatest passion: their football club. We removed the red from Vitória's centenary jersey. Only with the direct participation of the fans, through blood donations, would the color go back to normal, stripe by stripe, as blood was being donated. The initiative started with a press conference minutes before the first match of the campaign. Then the team entered the field in jerseys without the red stripes. Simultaneously, we delivered a press kit to sports journalists and influential fans. Besides the new jerseys, strategies targeted fans at the stadium: they received a flyer and watched an endorsement by actor Wagner Moura, who played Capitão Nascimento in the Elite Squad films and is a fanatical supporter. Right after the match, we launched a TV spot (also narrated by Moura), Facebook page, print ads and collateral material. Those pieces were distributed during the ten matches of the campaign. There was an increase of 46 percent in blood donations. With an investment of $15,000, 8 million dollars were generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after-match shows and articles. There was a huge national and international response. In Brazil, a country that loves football, the visibility of players and the sport itself had the power to really engage people and turn the campaign into a subject of national interest.