Integrated Campaign · Australia
Year of the Blood Donor.
Your life won’t change. But someone else’s will.
Client
Australian Red Cross Blood Service
Type
Integrated campaign
Medium
TV, Outdoor, Radio, Digital
Result
Record blood donations that year
people will need blood in their lifetime
people actually donate blood
saved by every single donation
01 / Strategy
Making people feel good is more motivating than making them feel guilty.
Business Idea
Dedicated to transforming lives.
Brand Idea
Draw people in with life-affirming positivity, rather than giving them an out with negativity. Donors are driven by the desire to enhance, or even save, another person’s life. That relationship between donor and recipient is where everything lives.
02 / The Campaign
Blood type as identity. Identity as campaign.
We created an identity built around blood types — turning A, B, AB and O into a campaign device that could travel across every medium. People were photographed with their blood type. Your blood type became your identity. Your identity became the campaign.
03 / The Idea
Heroism doesn’t require credit.
We drew people in with life-affirming positivity rather than guilt. Donors are driven by the desire to save another person’s life. That relationship between donor and recipient is where the campaign lived.
Every type. Every donor. Every life.
04 / Outdoor
From bus shelters to national consciousness.
A poster campaign and series of bus shelter ads carried the blood type identity into public spaces across Australia — making the campaign visible in the moments when people were most open to it.
Your life won’t change.
But someone else’s will.
06 / Outcome
A record year for blood donations in Australia.
Blood donations that year
TV executions produced
Outdoor, radio and digital reach
The campaign it rivalled in social awareness
The Year of the Blood Donor campaign reached a social awareness that rivalled the most recognised road safety campaigns in Australian history. Making people feel good — not guilty — turned out to be the most effective call to action of all. That year set a record for blood donations.
Campaign strategy, Brand identity, TV production (8 executions), Outdoor campaign, Bus shelter series, Radio, Digital awareness