Cookie Monster and celebrity chefs urge people to give blood in campaign focussing on a biscuit
The Australian Red Cross Blood Service has used celebrity chefs and the Cookie Monster in its new campaign to get people to give blood which focuses on the biscuit people receive at the end of the process.
The new campaign, from Cummins & Partners, aims to motivate more people to follow through on giving blood, and uses celebrity chefs Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté describing how it is the most satisfying thing you will ever eat.
https://youtu.be/G8ENQQ1LK9M
The ad, which features each of the chefs munching the biscuit, then shows Cookie Monster from Sesame Street enjoying one.
Executive creative director Ben Couzens said: “The best bit about giving blood is how you feel afterwards, knowing that your simple act has saved three lives. So we’re using the biscuit to tell Australians that giving blood feels good.
“There are many ways we could have done this – but highlighting the simple, humble biscuit makes the act of giving blood seem both heroic, yet simple and every day.”
The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.
Alyson Pearce from Australian Red Cross Blood Service said: “We think the Biscuit campaign is a refreshing and novel way to communicate the benefits of giving blood, whilst making it seem like a more everyday, easily accessible activity. We are proud of this work and confident of the impact it will have.”
The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.
Consumer psychologist Adam Ferrier, chief strategy offer at Cummins & Partners described the ad as “exactly the type of work we want to be making as an agency”.
“Often advertising doesn’t increase peoples’ motivations to act, it simply reminds them to do so,” said Ferrier. “That was where we started. Some people think giving blood is a hassle, or time consuming.
“We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. It’s an idea that has been driven directly out of our ‘Platforms for Action’ behaviour change process, and exactly the sort of work we aspire to make as an agency.”
CREDITS
Australian Red Cross Blood Service
Alyson Pearce, National Marketing & Community Relations Director
Ben Scales, National Campaigns Manager
Kim Feliciak, (Acting) National Campaigns Manager
Production Company, The Sweet
Louis Sutherland, Director
Allison Lockwood, Producer
Cummins&Partners
Jim Ingram, Executive Creative Director
Ben Couzens, Executive Creative Director
Doogie Chapman, Creative Director
Connor Beaver, Senior Art Director
Tom Ward, Managing Director
Adam Ferrier, Chief Strategy Officer
Georgina Pownall, Group Account Director
Ollie Ward, Senior Integration Director
Zac Martin, Digital Strategist
Shane Mitropolous, Integration Director
Jess Thompson, Head of Broadcast Production
Nigel Camilleri, Broadcast Producer
Media, OMD
Valerie Setyana, Account Director
PR, Fuse
Anjana Mani, Head of Fuse & Word Melbourne
Well done Cummins!
To resist doom and gloom and go for affirmation is great.
I want to donate
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Big statement that you definitely save three lives for donating blood as opposed to may or can?
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Exceptional thinking and execution. Like it a lot.
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If this registers any more than a mere blip on the donation numbers than any previous campaign with the same media spend then I will be surprised.
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Hi o- how many lives is a meer blip worth. 1, 2, 10, 100? This is a beautiful campaign that gets people thinking differently about giving blood. I want a biscuit.
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Brilliant.
#Cookies nom nom nom !
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At around 30,000 donations a week, more than a blip is needed to keep the blood flowing. A campaign for behavioural change must generate more than a blip!
As per my previous comment, I unfortunately do not believe it is enough to get a non/new donor through the door for the first time. Time will however tell if this platform gets these people thinking differently about giving blood.
And beauty is obviously in the eye of the beholder.
[Edited by Mumbrella]
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Adam is a “Consumer psychiatrist”?? WTF?
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Hi Now,
Thanks for flagging – changed to his proper qualification now.
Cheers,
Alex – editor, Mumbrella
Simple idea, well executed.
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How much blood is needed in hospitals to treat people who are obese?
Cookies are full of sugar and we know what lots of sugar can do to people.
How about, instead of using sugar to attract more blood donations, we use real role models to encourage us to eat healthy foods. Then we will not need as many blood donations.
Pffft, like that is going to happen. We will just continue to kick the can down the road. Humans, pffft.
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