Art Direction

The national bone marrow bank is currently lacking a sufficient supply of samples from people of North-African descent. This campaign was created to encourage young people from this community to donate a saliva sample and thus increase the chances of saving lives. The phrase starring in this campaign ('tfu tfu tfu') mimicks the tradition of spitting three times to ward off the evil eye, commonly used in North-African communities. By using this phrase, the campaign targets this specific community while simultaneously implies the action for which the ad calls - giving a saliva sample.