DONATE TO PLAY

“DONATING BLOOD GETS YOU A DAY OFF ON GAME LAUNCH DAYS.” omelete “ADIFFERENT CAMPAIGN TO ATTRACT YOUNGER DONORS.” RECORDTY For gamers, nothing is more important than game launch day. Everyone wants to be the first to play the hottest title of the moment on day one. But there's a problem: launch days happen on weekdays, and gamers have to work, making playing ‘on release almost impossible. However, in Brazilian labor law, anyone who donates blood is entitled toa paid day off. So Grupo Pulsa, the largest blood bank in South America, in partnership with Ubisoft, saw this as an opportunity to engage a new generation of donors in Brazil Grupo Pulsa and Ubisoft asked gamers to save the day to donate and play, turning a civic right into fa shared social behavior to play on day one. We let gamers know that if they donated blood on game launch day, they could be part of something bigger. ‘That they could take the day off to play their favorite ‘game on release, while helping people and saving lives. Execution To bring the experience to lfe, in the week of some of the most anticipated launches, iconic Ubisoft characters and others inspired by major releases of 2026 called gamers into action, We also partnered with key influencers, who not only increased the, hype around the most anticipated games on day one_but also inspired many to donate blood on launch day. Gamers shared their participation, turning individual actions into collective momentum. With that, Donate ‘to Play turned launch day hype into a socially driven movement. bi? Se GAME BLAST mmm ARKADE OGEEK @® DONATE™ PLAY Turning a civic right into a game pass to play on day on i Brazilian Labor Code, Article 473, Item IV alam ele ccmarcNmec] absent from work without loss of salary: IV - for 1 (one) day every 12 (twelve) months of work, lin the case of CRNA tics we) lala blood donatio ~DONNE=DNO = ENS) SBLIG. SE @playstation_br @ Donate blood @ @785K CONECTA 2 A M hing ESTADAO RE PS®OF p22. *13.6% BLOOD DONATIONS AAT PULSA GROUP BLOODCENTERS es MORE ~——SHAREABIITY 14h ENGAGEMENT RA Ww OND COUNTRY IN DOWNLOADS