Campaign SpotlightPress Release

Campaign Spotlight: Sid Lee Paris turns blood into gold in donation drive with Players for Society and RC Lens

PARIS, FRANCE — Earlier this year France’s Etablissement Francais du Sang, which tracks blood donations, published some alarming statistics – after years of decreasing blood donation, they were 30,000 blood bags short of the 100,000 needed for the country’s reserve. Year after year, blood donation in France has been decreasing and, according to recent reports, over 500 more donations a day are needed in a country that needs 10,000 daily to treat patients. The RC Lens football club decided to take action to raise awareness.

Given their team motto, Sang et Or (Blood and Gold), it was destiny. With the help of Players for Society, the UNFP’s outreach program that helps football players committed to the common good, Sid Lee Paris created an operation for the team, to organize a major blood drive in a unique location, the club’s home stadium. To promote the event, players were given special jerseys to wear during a key match against Nantes on April 30th.



A jersey designed around a simple and impactful idea: since all the players have the letters A, B, or O in their name, + and – were added to the jerseys to recreate the blood groups, while on the front, the club’s motto, “Sang et Or” was modified to “Notre Sang est Or”, “Our blood is gold” on the front of the shirt. The red on the coat of arms was also changed to gold, creating an eye-catching jersey, as well as a tifo, specially produced for the match. The coat of arms made its way online as well, players and the club shared the new logo across social media to spread awareness and invite fans to the blood drive.

The game ended with a phenomenal comeback by RC Lens to tie 2-2, but the most important game was played off the pitch. Within minutes, fans had booked up the reservations, with hundreds of blood bags collected, a 26% increase compared to previous blood drives hosted in the city, and “notre sang est or” served as an example for clubs and donors all over the country.

Sid Lee
CCO Europe : Sylvain Thirache
President : Johan Delpuech
Creative Directors : Céline and Clément Mornet-Landa
Art Director : Jessy Kikabou
Art Director: Victoria Maldotti
Copywriter: Joachim Senteni
Monteur : Yoann Plard
Producer : Victor Grenu
Account Manager : Yoann Deminiac
Account Executive : Loéane Le Berre

Director of the Cabinet of the UNFP Presidency and Co-founder of Players For Society: Jérôme Dumois
Director projects and activations: Paul Royer
Director, Partenerships and Events: Régis Garrault

Players For Society
Director of the Cabinet of the UNFP Presidency and Co-founder of Players For Society: Jérôme Dumois
Director, Projects, and Activations: Paul Royer
Director, Partnerships and Events: Régis Garrault

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