It’s unfortunate but true that during the winter, and especially around Christmas, blood supplies fall to critical levels. This solution tied in universally shared ideas of what that time of the year brings, and placed that knowledge alongside the challenge the Welsh Blood Service faced. Then by using stark art direction that involved simple, illustrative imagery and a very limited and dramatic colour palette it was possible to create a visually compelling and highly emotive message to inspire the viewer to take action i.e. give blood. An online widget was also presented as part of the solution that provided highly localised, real time weather reports so donors could fully prepare for their journey to give blood.