Faced with the alarming blood donation crisis in Brazil, where just over 1% of the population is dedicated to this life-saving act, we needed to find a way to use the unparalleled reach and passion of football and turn the emotion of the stadium into a force for good.

Since BETANO contains all blood type letters, we turned our sponsorship space into dynamic billboards for blood donation awareness. Using real-time data and geolocation, the uniforms displayed the most needed blood types in the cities hosting the games.

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