• by Phyllis Fine , Yesterday

With “Powered by Detour,” Audi Denmark and Danish creative agency Twenty have given the traditional directional road sign a powerful humanitarian twist, encouraging drivers to take a small detour that could save lives.

On location-specific billboards, bus shelters and digital displays across seven Danish cities, messages like “Turn right in 250 meters and save up to three lives” provide directions to nearbyblood donation centers.

Developed in collaboration with Bloddonorerne Danmark (Danish Blood Donors), the campaign builds on Audi's local Powered by Hearts platform, which connects the automotive brand to initiatives that aim to make a positive difference in society.

"Many people already have the desire to make a difference, but they might not know how close their nearest donation center actually is. By making those locations visible along everyday routes, we hope to inspire more people to take that small detour," says Jacob Thiesen, head of marketing at Audi Denmark, in a press release.

Denmark needs about 30,000 new blood donors every year to maintain a stable blood supply, according to Bloddonorerne Danmark. And while many Danes are likely ready to help, they have to physically show up to make the difference.

That insight became the starting point for the campaign, which uses Audi's connection to mobility to show potential donors where to go.

"This year, we're making the campaign hyperlocal, using outdoor advertising tailored to the locations of individual blood donation centres and the journeys people already make. When you realize a donation centre is just around the corner, taking action suddenly feels much more achievable," says Farah Dib, creative director and co-founder of Twenty.

A campaign video shows a woman shocked by a phone call notifying her of a loved one’s car accident. “In a heartbeat, life can take a turn for the worse,” says the voiceover. The scenes switch to a victim underwater and then to a doctor presumably giving life-saving blood. The woman’s look of concern turns to a smile.