Natal is the Israeli Trauma centre for victims of terror and war, where finding a quick blood donor match is the difference between life and death. Israeli advertising agency, Twentythree, redefined social collaboration by launching Facebook blood groups – the largest online pool of emergency blood donors that can be contacted in a click. (Thanks to Digital Alex.)
Thousands of people joined as national media covered the story. When the Israeli Red Cross sent requests for urgent blood donations, Facebook blood groups helped save the life of a 15-year-old girl by finding a donor in a matter of hours.