This year, forget about endless queues and fake bargains! La Croix-Rouge de Belgique and The Crew are transforming Black Friday into Yellow Friday, an offbeat campaign that encourages people to put aside impulse buying and do something free… and essential: donate plasma.

Conceived by The Crew, the campaign plays on the contrast between consumer frenzy and the real impact of a donation. No discounts, no countdowns, no online shopping carts: just a few minutes of your time to save lives.

With more than 8,000 donations needed by the end of the year, Yellow Friday reminds us that a simple gesture can make all the difference for the more than 25,000 people in Belgium who depend on plasma every year.