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

Excerpt from this article:

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.”

Why encourage blood donation specifically? As you can see in the case study below, Azerbaijan has the world’s highest number of children born with the blood disorder¬†thalassemia, a hereditary disease primarily found among Mediterranean cultures.