What Difference Does One Tiny Hole Make?

Recently on Twitter, I came across this case study about an ad for Hemorio, a blood center located in Brazil, that was used to assist their blood donor recruitment strategy:

What a brilliant idea! By placing the single hole in their ad that went through the whole metro paper, it made the reader think: a tiny hole doesn’t make a a big difference at all.

This ad ran during donor week and participation during that week increased four times that of normal levels, and the number of donors that donated increased three times that of normal levels. In two days, the blood center received enough donations to save 2,732 lives!

What is the power of a tiny hole? For Hemorio, it was life-changing!

How can you implement an ad campaign like this for your blood center’s blood donor recruitment strategy?