There are some good examples of sports franchises using their sponsorship asset for a CR programme (eg Barcelona, Livestrong Sporting Park). But this seems one of the best thought through.
Brazilian Serie B side Vitoria are doing a blood drive and have thought up a really clever way of activating it. Instead of getting players to front a traditional awareness campaign (think tv ad, outdoor, photo call etc..) Instead they have taken their jersey, which is normally red and black, and they have ‘drained’ the red hoops from their home strip to raise awareness and get their fans to donate blood.
The red hoops on the home shirt will then be replaced one-by-one as the level of blood donated rises, until the shirt is eventually restored to it’s former glory when the target is met.
Clever or what!