ANTEBRAZOS A LA OBRA started with a phrase every Latino knows: manos a la obra. It’s what we say when it’s time to stop talking and get to work. We gave it a simple twist, changing manos to antebrazos, turning a familiar expression into a call to action around something that can truly make an impact: donating blood.

Created for the American Red Cross, this became the first nationwide blood donation campaign developed specifically for the Hispanic community, a community with a strong connection to O negative blood, the universal donor.

At the center of the idea is a hero that rarely gets the spotlight: the forearm. The one that opens jars, carries groceries, holds our loved ones, and gets things done every single day.

We just wanted to remind it that its greatest flex isn't at the gym. It's at the blood drive.