LIFEBLOOD

1 in 3 Australians will need a blood transfusion in their lifetimes, yet only 3% of Australia donates. So, to inspire donations, we reframed blood donors as the true heroes they are by showing they’re the lifeblood of their communities. Street-cast using only blood donors with little (if any) previous acting experience, the film showcases the diversity of existing donors as a means to appeal to the wider Australian public and break the stereotypes around what people think blood donors look like. By taking this authentic and community-focused approach, the campaign has been a huge success in driving donations, new donors sign ups and brand metrics across the board.