When the media is the message. Smartnewsolutions explains:

"Blood Transfusion Service" is a Russian state organization for blood donation and the support of volunteers in Russia. After the standard advertising campaign the client asked for an Internet project, capable of reaching the hearts of the target audience to turn them into regular donors. It is very important, because Blood Transfusion Station are no need one buzz-effect – blood has short period of use."

In this stunt the medium is the message, the act of torrenting is in some ways similar to the sharing of bood, sometimes you give, sometimes you get. But will this actually entice anyone to get their ass down to the nearest donation center and register as a donor?

Related linkage, here's The Movie website, here's the torrentlinks shared in forums, here's a review of the movie on a famous Russian film site which made everyone want to download it. Here's the obligatory social media group page and facebook group page. Oh and apps! We got apps!
App with the logical puzzle about donors in Facebook and an app with and interactive comic strip about the movie in Facebook. I think that covers pretty much every media but I'm still not going to donate blood today.