Fuel Donors
Client
Salvamento Marítimo Humanitario
A new way to donate, inspired by blood donation, powered by fuel
Salvamento Marítimo Humanitario is a Spanish humanitarian organization working to create safer migration routes at sea. As a voluntary group that relies on donations to fund its rescue operations, their work is threatened by people’s hesitation to give, which stems from the feeling that you can’t see where your money is going.
That’s why we turned to blood donation, something no one ever questions in terms of its impact or where the donations go, and used its visual language to promote a new way to give, one in which we turn a villain into a hero.
At petrol stations, drivers can donate a portion of their fuel when refuelling their cars. On the pump display, they can either select a preset amount or customise it.
As a reward, you’ll be given a sticker to put on your car, proudly displaying that it is a fuel donor.
As part of the campaign launch, we’ll perform a PR stunt. Through mobile donation stations, inspired by blood buses, you can drive in and donate a portion of your fuel directly on the spot.
We'll also promote the initiative on Instagram, using the same familiar tone used in blood donation ads.