ROLL UP YOUR SLEEVES AND GIVE BLOOD
Brand positioning and donor acquisition campaign

PROBLEM

1 in 3 Australians will need blood in their lifetime. The problem is that only 1 in 30 donate blood. We were tasked to produce a campaign that would, just like blood donation recipients, live on and continue to leave a legacy. And because Australians love to get their hands dirty when it comes to helping a friend in need, we’ll show and tell them that right now someone in need might just be closer to home than you think.

SOLUTION
By utilising our fact, “1 in 3 Australians will need blood, but only 1 in 30 will donate”, we would need to show how this problem will literally affect someone in our lives, if not ourselves. We wouldn’t show the usual blood donation drive “cry for help” creative cliche, but we’d talk to our target audience in the way they would to a family member, mate, or even friend. We’d create a call to action, a ‘call to arms’ more like it, that would rally the troops and get them donating – ROLL UP YOUR SLEEVES AND GIVE BLOOD

RESULTS
The campaign has been running now since 2010 and continues to generate it’s required benefits – Blood donations. The campaign has been a great success, and without the need to show or talk percentage increases etc, when it comes to helping people and rolling up your sleeves, more often than not the Red Cross Blood Service is the top of peoples minds…not just when helping someone out with moving house.