Teplokrovni (Warm-blooded): shifting the focus from blood to donors
Creative idea
Ukraine does not simply need more blood donation messages. It needs more people to donate and keep donating. Teplokrovni redesigned the system around the donor experience. Instead of asking people to travel to a hospital, wait, and overcome fear, PUMB and Mastercard brought a professional donation experience into everyday city life. A double-decker mobile hub combines an interactive educational space with a comfortable donation centre and online registration. Donor appreciation extends beyond the bus, with benefits from PUMB, Mastercard, and Ukrainian businesses. Across cities, media, and communities, the idea turns donation from a medical procedure into an accessible social habit.
Brand name: PUMB
Advertiser / client: PUMB, Mastercard
Product / service: Voluntary blood donation
Campaign name: Teplokrovni (Warm-blooded): shifting the focus from blood to donors
Agency network: INDEPENDENT AGENCY
Agency: Adsapience, Kyiv, Ukraine
Additional company: All-Ukrainian Association For Development Of Blood Donation 'DONOR.UA'; Non-government Organization 'Blood Donors' Agents'
Web address: https://teplokrovni.com.ua/en
Agency chief executive officer: Tetiana Gusak
Creative director: Anton Savchuk
Art director: Oleksandra Sikach
Copywriter: Eugenia Zakhvatova
Account director (agency): Dmytro Buriak
Photographer: Maksym Nemykin
Film production: Halyna Hultiai
Additional company: Adsapience: Alyona Koshuk, Group Account Director; Vadym Kotuma, Senior Account Manager; Alina Yakymenko, Communications Manager; Nataliia Polivanchuk, Communications Lead; Nataliia Rudnyk, PR & Communications Manager; Iryna Drotik, Account Executive; Kateryna Storonchak, Partnership Manager.
PUMB: Ksenia Sikorska, Marketing Director; Tetiana Kolesnyk, Head of CSR; Mariia Horobets, Head of Communications; Anastasiia Sidko, Head of SMM; Anastasiia Yurchenko, SMM Manager.
Mastercard: Natalia Baidala, Head of Integrated Marketing & Communications; Iryna Hofman, Account Manager; Tetiana Nastenko, Marketing Services Manager; Alla Andrushchenko, Communications Manager.
