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The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.

Describe your Webby-nominated project. What is it, what was the elevator pitch?

Using something that had zero cost and was something that people already do (hashtagging) was at the core of our strategy. Additionally, we designed a digital platform exclusively for the Red Cross, which worked as a database for classifying the hashtags by blood type and gave them the option to send a direct message to any of the volunteers.

What key challenges did you face with this project? And how did you overcome them?

Peru has a population of over 30 million people, but the Red Cross’s database of registered voluntary blood donors is just 1,250, which is obviously not adequate. We thought, "If we already use hashtags in our social networks, why don’t we use the same resource to save lives?" With that in mind, the only thing we asked people to do was to donate us a hashtag: #yourbloodtypePeru. In doing so, they would become part of our database of volunteer blood donors.

What was the most rewarding aspect of working on your Webby-nominated project?

We created the integrated campaign under the name Hashtags for Life and collected hashtags through Facebook, Instagram, and Twitter. With that simple idea we achieved a nearly 23% increase in new voluntary blood donors.


  • VP Creative Directors Christian Caldwell McCann Lima
  • VP Creative Directors Mauricio Fernández Maldonado McCann Lima
  • Copywriter Christian Caldwell McCann Lima
  • Copywriter Alejandro Canciobello McCann Lima
  • Art Director Enzo Nibin McCann Lima

About the Experimental & Innovation category

The use and/or implementation of groundbreaking mobile technology or unconventional applications of mobile technology in mobile sites, apps, and environmental situations. Entries in this category may be theoretical, pre-production technologies pushing the boundaries and definitions of handheld mobile device experiences.