Peace One Day / Google: Shed Blood For Peace Peace One Day is an organization founded by British filmmaker Jeremy Gilley. In 2001, he convinced the United Nations to adopt an annual day of global cease-fire and non-violence – Peace Day, September 21. Teaming up with Google, Jeremy asked us to not only raise awareness of the day, but also to give people, specifically college students, a way to participate that would have a direct impact on global conflict. Read Case Study ART DIRECTOR: J.D. Humphreys, Swara Rane | COPYWRITER: Jake Dubs, Carly Shearer | CREATIVE DIRECTOR: Charles Hall, Robert Wong | CLIENT: Peace One Day / Google
	Shed Blood For Peace Microsite The hub of the entire campaign, ShedBloodForPeace.com features a video designed to get students' blood boiling and realize that being passive isn't being peaceful. Why Shed Blood For Peace World Angermometer In time for the launch, blood drop icons would appear next to Google searches that include keywords related to conflict and bloodshed. When you click the icon it takes you to ShedBloodForPeace.com where you see a real-time thermometer measuring collective anger. World Angermometer Mobile App Similarly, downloading the app allows you to click icons in Google search results and see the Angermometer on your mobile device. Google.com As anger rises in the week leading up to Peace Day, the logo on Google.com will gradually fill with blood, until it turns completely red on September 21. A teaser message each day appears under the logo with link to ShedBloodForPeace.com. Where to Give Using Google Maps, students can find their school or the nearest university and know precisely where to go. How to Get There Once a donation location is found, students can use various Google tools to find a way to get there. Pledge to Give Students can provide their information so that donation centers will know what attendance to expect. Also, students can remind themselves using Google Calendar. Circulate the Message These conversation starters would not only serve as reminders but encourage other students to donate blood. Posters To raise further awareness posters would be placed throughout college campuses and distributed to international student organizations and clubs to give out during college orientations. These provocative posters symbolize the anger and the overlap of various blood types through the use of color and typography. Collection Bags and Shipment Containers Coded Bandages and Thank You Card Once a donation is made, donors receive a coded bandage. The code will be used to track where their blood ends up. To keep things simple, tracking is done by batch number. A thank you card explains how the blood will be transported to a combat zone or area of shortage and encourages them to track it on ShedBloodforPeace.com. Track Your Impact Once a blood donation is complete, the code from the bandage can be entered into the ShedBloodForPeace Track the Impact Page. A start and end location is revealed. The area your donation ends up in can be researched more through Google Knol and Alerts so that you can stay up-to-date on the happenings in that combat zone even after September 21. Virtual Bandages Students can display one of three virtual bandages on their orkut or Facebook page as a profile picture or as a shared posting. Track the Impact (Follow Jeremy) Anyone can follow Jeremy Gilley as he travels on Peace Day to the various combat zones to deliver blood donations. Google allows you to read his blog, view his photos and videos. Back to Top
	© 2012 J.D. Humphreys | jd@jdhumphreys.com