To help increase blood donations among Rh-negative blood groups, The Crew has created an animated campaign for Croix-Rouge featuring a small “negative” character whose greatest quality is, ironically, his positive outlook on life.

From the very first seconds, audiences are introduced to this grumpy yet lovable character, who will appear across digital channels, radio and various communication platforms over the next two months.

Through this campaign, Croix-Rouge Belgique hopes to mobilise existing donors while also raising awareness among new donor profiles in order to secure sufficient blood supplies ahead of the summer season.

The animations can be viewed on Croix-Rouge’s Facebook and Instagram accounts.