One of the most familiar street signs in Belgium is an illuminated green cross above a pharmacy showing the time, temperature and weather – once useful information rendered largely irrelevant now by smartphones.
But Belgian agency, Mutant, has given the signs a new and important purpose for Red Cross, displaying vital messages that can’t be checked by a glance at a screen screen – messages about blood bank shortages.
Green Cross, Red Cross was achieved through a collaboration between Red Cross Flanders and Pharmes, to raise awareness around blood donation and prevent critical shortages by reimagining the pharmacy symbol as a new media space.
The pilot scheme harnesses cutting-edge software developed by Pharmes, a market leader in pharmacy LED signs, to display real-time blood supply data from the Red Cross on pharmacy signs. When levels of specific blood types drop, the iconic cross symbol changes colour from green to red – alerting passersby of the need to give blood. The new generation of LED pharmacy crosses feature cutting-edge software that automatically adjusts the displayed blood groups based on real-time data. Equipped with a 4G SIM card, the signs can be programmed from a distance, bringing new value to a tired medium and giving blood donation a place in everyday life.
The pilot scheme has launched with an initial 14 crosses in Flanders and Brussels, with plans to roll out a total of 150 crosses across Belgium by the end of 2025.
Mathieu Dejager, business manager at Pharmes, stated, “The technology behind the LED pharmacy crosses is a real first in Belgium. With this innovation, we want to give pharmacists the opportunity to play a visible social role. From April, 20 of these crosses will be equipped with the ability to display live blood supply. We are already receiving many positive reactions and concrete requests from pharmacists who want to participate. By the end of this year, there should be over 100 green crosses.”
Simon Pyson, creative at Mutant, added, “Bringing this idea to life has been a long journey, but it led to a strong and meaningful partnership. This isn’t just a one-time stunt. Every cross Pharmes sells carries its unique technology, making this a structural approach that has the potential to go beyond Belgium’s borders. It’s a win on three levels: Pharmes proves that innovation can have real purpose, Red Cross Flanders gains a lasting presence in the streets, and pharmacies get to show they stand for more than just selling pills. They highlight a holistic approach to health and well-being in general.”
Credits:
Client: Rode Kruis Vlaanderen
Campaign Partner: Pharmes
Agency: Mutant
Chief Creative & Strategy: Odin Saillé
Creative Directors: Ruben Van Maldeghem & Jesse Van Gysel
Creatives: Simon Pyson & Iris Nuyts
Business Director: Lina Mertens
Brand Rep Director:Anneleen Coppens
Client Director: Allen Marchant
Client Manager: Shi Qi Ji
Producer: Camille Krekels
Design Director: Frank Schouwaerts
Motion Designer: Bob Van den Audenaerde
