Blø for drakta

Blø for drakta

Blø for drakta (Translation: Bleed for the shirt), also called the Blood League, is a campaign set up by the Norwegian Red Cross to increase the registration of blood donors in Norway, specifically targeting football fans. The campaign runs each year from 1 September to 31 December.

Campaign and history

Blø for drakta

The campaign was launched in 2023, as a collaboration between the Norwegian Red Cross and marketing agency Morgenstern. They initially aimed to recruit 4000 new blood donors across Norway, but managed to get over 5400 new people to register during the campaign period. In 2024, that goal was increased to 5000 new donors, with over 9700 new people registering to donate blood, including over 2500 football fans. In 2023, the campaign was shortlisted for the Gullblyanten's diploma and charity categories.

21 different commercials were made for the campaign, each targeting various football rivalries in Norway across the Eliteserien and Toppserien. These commercials aired at half-time during football matches, commercial breaks on TV 2, and on the clubs' social media accounts. The commercials have been shortlisted for multiple awards, including the Epica Awards in 2024, where they won silver in the Cultural Insights and Public Interest categories, and the Cannes Lions International Festival of Creativity's Direct Lions award in 2025. It also won two awards in 2025, being the Gullblyanten and the ANFO Annonsørforeningen Effect awards.

Competition

Blø for drakta

To incentivize football fans to sign up, whenever someone registered as a new blood donor, they could choose the football club in Norway they support. For every new donor, that team is given a point in the Blodtabellen (English: Blood Table). Each team starts with zero registrations on 1 September, with the winner being the team with the most supporters who sign up to become new donors during the campaign period.

Winners

• 2023: Tromsø IL • 2024: Rosenborg BK