#UltaHokeThalassemiaRoke

The Wishing Factory, an NGO that works with Thalassemia patients, wanted to raise money to pay for the blood transfusions of its underprivileged members.

We came up with #UltaHokeThalassemiaRoke, based on the insight that blood bags are overturned ‘ulta’ during live-saving transfusions and invited people to post their own pictures turned over, ’ulta’ to draw attention to the problem and raise funds.

On 8th May, World Thalassemia Day, Kunal Kapoor and Sonakshi Sinha helped launch the campaign with their own ‘ulta’. We got over 2700 posts across various social media supporting this campaign along with funds being raised for over 100 patients’ transfusions.