Audi Danmark and the donor association Bloddonorerne Danmark have launched the campaign «Lille omvej, stor forskel» («A Small Detour, Big Difference») in Denmark. Roadside billboards show people how to reach the nearest blood bank. The company announced the campaign on October 12, 2026.
The signs stand in Copenhagen, Aarhus, Odense, Aalborg, Kolding, Slagelse and Køge. Large roadside billboards show drivers the direction to the nearest blood bank. Each structure displays directions tailored to its location. For OOH teams, this is a job about the route: the billboard's position becomes part of the message.
Audi's calculation rests on a need the donor association points to. Denmark needs about 30,000 new blood donors every year. According to the association, about 170,000 Danes donate blood voluntarily, but the donor base requires constant replenishment. One donation, according to the same association, can help up to three patients.
The brand draws on its own link to mobility. Audi Danmark director Andreas Tjørnhøj says the company works every day to move people from point A to point B, so it makes sense to use that position to make a blood bank point B.
The partnership is not new. Audi Danmark and Bloddonorerne Danmark built the campaign on last year's cooperation. The campaign runs during weeks 42–44, roughly from October 12 to November 1.
