Leo Burnett had this brilliant idea for Hemoba (The blood bank of Bahia State) and E.C.Vitória.
They simply removed the red from the players shirts, and told fans to donate blood to get the red back. Fans, whose blood is red and black, donated en masse, and at each game new shirts were worn, while digital displays showed how much blood had been donated to date.
It raised blood donations in 46% and got national and international attention in all sorts of news channels. spots commentators talked about it, news journalists talked about it, bloggers, newspapers and pretty much every fan out there.
It's just a really good idea. It'll bring home a lion. I'll bet you a pint of blood.