Abbott's Blood, Sweat & Cheers Campaign
The UK urgently needed more blood and plasma donors. So we turned the Abbott London Marathon sponsorship into a platform for good – creating a powerful, credible link between giving blood and the London Marathon.
The Blood, Sweat & Cheers Campaign captured the shared energy of pride, grit, and unity and channeled it into action. Starting with rebranding Abbott’s cheer zone into an ownable and purpose-driven space, we transformed race-day emotion into life-saving motivation at the race and beyond – inspiring mass blood-donor sign-ups across the UK by tapping into the spirit of unity and generosity that defines marathon day. The result? 170,000 in-person engagements, over 400+ blood donation registrations and the potential of 1200 lives saved.
Designer: Gene Zak
