We developed an activation effort to raise awareness on the symptoms of anemia and get people to have their blood tested and buy Sangobion Iron supplement. So how did we get people to willingly undergo a blood test for a disease that never even crossed their minds? By giving them access to something they’d willingly bleed for: a one-night-only exclusive concert featuring the Philippines’ top pop star, Sarah Geronimo. Instead of ticket booths, we had blood test booths, where people got tested and instantly got results. These then became the only accepted tickets at the concert.