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︎︎︎ CREATIVE DIRECTOR
︎︎︎ MELBOURNE AUSTRALIA
︎ Blood Donation
︎ Lifeblood
︎ Lifeblood
︎ _IS THE REASON
Lifeblood’s awareness was in decline, intention to donate was flat, 50% of bookings were no-shows, only 3% of Australians donated, and they needed 100,000 new donors to meet demand. ‘Life Is The Reason’ aims to gather 100,000 real, personal reasons behind blood, plasma and platelet donation, with the goal of attracting the 100,000 new donors Lifeblood needs. If every reason could resonate with just one person, job done.
We flipped the conversation surrounding blood donation on its head. From all the reasons Australians don’t donate, or can’t be bothered, to all the powerful reasons they should.
We flipped the conversation surrounding blood donation on its head. From all the reasons Australians don’t donate, or can’t be bothered, to all the powerful reasons they should.
