Pharmacy crosses turn red when blood supplies run low in new Red Cross campaign

Created by MUTANT, the pioneering pilot scheme harnesses real-time data to transform iconic pharmacy signs into blood donation billboards 

One of the most familiar street signs in Belgium is an illuminated green cross above a pharmacy showing the time, temperature and weather: once useful information rendered largely irrelevant by smartphones. But what if these signs could display vital messages that can’t be checked by a glance at your screen – such as blood bank shortages? That’s the premise behind ‘Green Cross, Red Cross’, a bold new collaboration between Red Cross Flanders and Pharmes, which aims to raise awareness around blood donation and prevent critical shortages by reimagining the pharmacy symbol as a new media space. 

Created by independent Belgian agency MUTANT, the pilot scheme harnesses cutting-edge software developed by Pharmes, a market leader in pharmacy LED signs, to display real-time blood supply data from the Red Cross on pharmacy signs. When levels of specific blood types drop, the iconic cross symbol changes colour from green to red – alerting passersby of the need to give blood.

And in situ in Belgium:

‘Green Cross, Red Cross’ goes beyond a traditional ad campaign to create an ongoing solution to an ‘invisible’ issue: fluctuating blood bank levels. With supplies of negative blood groups such as B- and O- particularly vulnerable to seasonal variations – such as holiday periods where donations drop but demand remains at high levels – the new initiative acts as a constant reminder to people to donate blood and prevent shortages, without the need for traditional public appeals. 

In a first for Belgium, ‘Green Cross, Red Cross’ introduces a new generation of LED pharmacy crosses featuring cutting-edge software which automatically adjusts the displayed blood groups based on real-time data. Equipped with a 4G SIM card, the signs can be programmed from a distance – bringing new value to a tired medium and giving blood donation a place in everyday life.

The pilot scheme launches today with an initial 14 crosses in Flanders and Brussels, with plans to roll out a total of 150 crosses across Belgium by the end of 2025.

Mathieu Dejager, business manager at Pharmes said: “The technology behind the LED pharmacy crosses is a real first in Belgium. With this innovation, we want to give pharmacists the opportunity to play a visible social role. From April, 20 of these crosses will be equipped with the ability to display live blood supply. We are already receiving many positive reactions and concrete requests from pharmacists who want to participate. By the end of this year, there should be over 100 green crosses.”

Simon Pyson, creative at Mutant adds: “Bringing this idea to life has been a long journey, but it led to a strong and meaningful partnership. This isn’t just a one-time stunt. Every cross Pharmes sells carries its unique technology, making this a structural approach that has the potential to go beyond Belgium’s borders.

CREDITS

Agency:                             Mutant 

Client:                               Rode Kruis Vlaanderen

Partner:                             Pharmes

Chief Creative & Strategy:     Odin Saillé

Creative Director:                Ruben Van Maldeghem & Jesse Van Gysel

Creative:                            Simon Pyson & Iris Nuyts

Business Director:                Lina Mertens

Brand Rep Director:             Anneleen Coppens

Client Director:                    Allen Marchant

Client Manager:                  Shi Qi Ji

Producer:                           Camille Krekels

Design Director:                  Frank Schouwaerts

Motion Designer:                Bob Van den Audenaerde

Source: Mutant

  Mathieu Dejager, Mutant, Pharmes, Red Cross, Red Cross Flanders, Simon Pyson