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. However, the lack of donations, particularly those needed to fund the fuel for their rescue boats, is threatening their rescue operations.
That’s why we’ve introduced a new way to donate: by transforming something often seen as the villain into the hero, the petrol-powered car.
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.