LIFE

Crimson equation

LOOK OUT for the `formula of life'.

That's the theme of the advertisement campaign created for the Jeevan Blood Bank by ace photographer Sharad Haksar's advertisement and design agency, 1 Point Size. "The campaign was meant to convey the importance of blood donation in a simple and straight forward manner. We thought it would be apt to add all the blood groups to life," Sharad said.

And why no photographs in the campaign? "Sometimes a sharp copy-based advertisement carries more impact that even a photograph," he said despite his weakness for the camera.

For Jeevan Blood Bank, the campaign is an opportunity to close the gap between demand and supply. "Currently all blood banks in the country are able to only meet 60 to 70 per cent of the demand. And there is also the seasonal increase during times such as increased incidence of dengue that we need to address," said Sheela Ranganathan, executive of donor support group at Jeevan. The blood bank has currently a donor base of more than 30,000.

The `formula of life' advertisements will also feature on television shortly.

By Karthik Subramanian