GOTHENBURG, Sweden, Oct. 5 (UPI) -- A Swedish hospital has apologized for a Halloween blood drive campaign that some residents complained was too frightening.
Jan Kronar of Sahlgrenska University Hospital in Gothenburg said the slogan -- "Give Blood! See Blood!" -- was a "big, big mistake," Swedish news agency TT reported Tuesday.
Kronar said the slogan was printed by an advertising company on an unaddressed sheet of paper and sent to 30,000 local households.
The hospital said 20 to 30 people called and complained the message was frightening and threatening, especially in light of recent homicides in the city.
"We did not think, we apologize, we have learned from this and have done a complete U-turn," Kronar said.
The hospital said it is drawing up plans for a new campaign.