By Gillian West

Delhi-based charity BloodConnect has joined forces with JWT and Indian rock band Parikrama to hold a unique blood drive that invited participants to scream their way onto the band’s next single.

With fear of pain the biggest barrier preventing donations from young adults in the region, BloodConnect engaged Parikrama to help potential donators overcome their fears by screaming for a different reason.

Along with JWT BloodConnect set up four ‘rocking’ blood donation booths across Delhi last week which played Parikrama songs and invited donators to scream their hearts out whilst donating blood. The hundreds of screams recorded have since been added to Read full story ›

Source: The Drum