Here’s a great example of fresh creativity in healthcare. What if anyone in need of blood could find it anywhere? Based on this simple question, the agency Z + of São Paulo, Brazil created an innovative guerilla marketing tactic to make people aware of the need for blood donations at Albert Einstein Hospital. They placed blood bags in refrigerators of several convenience stores throughout São Paulo. Unsuspecting costumers were amazed to find the bags beside sodas and sandwiches. Their reactions were filmed, and the resulting film was posted on the Internet and displayed on movie theaters under the tagline: “If getting blood was this easy, we wouldn’t have to ask you to donate.