The client wished to communicate and explain a very complicated topic to the public as straight-forward and understandable as possible. The Ceptra company, dealing with transplants of umbilical cord blood, wanted to describe this medical issue to the public in a simple and interesting way. As a result, a one-of-a-kind portal came to life through Slovakia’s biggest online initiation. The portal got 7,539 godparents – including several public figures with personal experiences – during a one-week vote ending on the ‘Day of umbilical cord blood’. The initiation was also of welfare, public benefit, with the project’s business partner donating 10 euro-cent per initiation-click aimed to build Slovakia’s public cord blood bank.
The portal, delivering accurate and sound info, is run by three experts from various areas and will expand later in upcoming phases.