How One Simple Bracelet Boosted an Entire Country's Blood Donations by 335%

A handy device, a life-saving message


Every marketer in the world dreams of creating something useful, accomplishing a noble goal and scoring huge results. Here's a project that nailed all three.

Y&R Moscow recently partnered with Azerbaijani cellular network Nar Mobile to create a wearable device called Donor Cable, which lets one smartphone owner easily donate power to another. Worn as a bracelet, the charging device is clever enough, but it's also inscribed with the message, "Donate energy to save a phone, and donate blood to save a life."

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