Australian Red Cross urges partners of pregnant women to give blood
The Australian Red Cross Blood Service is encouraging partners of pregnant women to give blood as their way of helping.
The ‘She gives birth. You give blood’ 90 second spot created by Cummins & Partners features pregnant couples sharing the ways in which they help their pregnant partner including making them breakfast in bed, putting on their shoes, mowing the lawn and helping tidy the house.
As the ad progresses it is revealed that one in five pregnant women need blood during their pregnancy, encouraging their partners to give blood once a trimester, which is every three months, as their contribution to the pregnancy process.
Jude Leon, head of integrated marketing communications at The Australian Red Cross Blood Service, said only one in 30 Australians donate blood yet one in five women will need blood at some stage while they are pregnant.
“To continue to collect enough blood to support these women, we need regular donations. So we decided to ask the people who care about them the most – their partners.
“While pregnancy is an exciting time for everyone, from the very first appointment the focus is squarely on mother and child. Our aim is to give partners their own role in this process, one that makes them feel like they’re contributing more than just emotional support.”
Adam Slater, associate creative director at Cummins & Partners, said the ad aims to find new ways of recruiting new donors.
“We know that partners would give absolutely anything for a safe and successful birth. And while driving her to appointments and giving her the occasional back-rub is nice, if they really want to chip in and do something meaningful, they should really consider giving blood.
“The fact that you can donate blood every three months, once for each trimester, is perfect. It means that while she’s working on bringing a child into the world, you can be helping to save the lives of new mums everywhere.”
Credits:
- The Australian Red Cross Blood Service
- Marketing Director: Samantha Bartlett
- Head Of Integrated Marketing Communications: Jude Leon
- Campaign Specialist: Rebecca Munns
- Social Media Lead: Jess van Coppenhagen
- Cummins & Partners
- Chief Creative Officer: Sean Cummins
- Associate Creative Director: Adam Slater
- Creative Director: Doogie Chapman
- Senior Art Director: Connor Beaver
- Senior Art Director: Cam McMillan
- Head of Broadcast Production – Chris Moore
- Broadcast Producer – Karley Cameron
- Editor: Jesse Richards
- Strategy Planner – James Bennett
- Senior Integration Director – Sally Kingi
- Senior Integration Manager – Kara Brumfit
- Head of Connections Strategy – Johnny Corpuz
- Connections Strategists: George Groves & Calvin Lyon
- Connections Planning Managers: Will Millar
- Connections Executive: Monique Gerada
- Film
- Production Company: Buddy Films
- Director: Harry Sanna
- DOP: Jordan Maddocks
- Producer: Mandy Payne
- Colourist: Martin Greer
- Sound: Risk Sound
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin