Lifeblood invites us to be the Lifeblood of Australia via Leo Burnett

Australian Red Cross Life Blood is encouraging the country to become blood donors with a new platform developed by Publicis creative agency Leo Burnett and CHEP Network.

Addressing the fact that a new blood donor is needed every four minutes and one blood donation is needed every 18 seconds, the ‘We’re The Lifeblood of Australia’ platform will shift focus from what people can do as individuals, to what we can do as a collective.

The new platform is the second major work from Leo Burnett and CHEP, following the ‘Bloody Oath’ campaign in December last year.

The platform aims to reframe blood donation into a community based act that inspires and motivates more people to join the half million Australians who are active donors, just 3.5% of the population. There are a further 13 million Australians who could be eligible to donate, but currently don’t.

The new platform will be launched with an integrated campaign that is spearheaded by a 45-second spot. The spot begins on a scene of patients sitting in the waiting room of a medical facility, as the narrator poses ‘We are the Lifeblood’. A montage of scenes showing the diversity of Australia, in different settings and communities is closed with a final shot of blood donors sitting side by side at a donor centre.

The campaign is set to run nationally on broadcast television, radio, OOH and across digital.

Australian Red Cross Lifeblood chief marketing officer, Samantha Bartlett, said: “One in three people will need blood or blood products in their lifetime, but only one in 30 donates. Our hope is that people all around Australia see donating blood as a good habit for life – something that makes them feel good in themselves and part of a bigger tribe – as every single donation is critical to the health and wellbeing of other Australians.”

Leo Burnett senior creative, Rosie Stone, added: “When it comes to giving blood, it’s very easy to think that someone else will do it. So, we wanted to reframe the idea of giving blood from feeling like an altruistic act we could do for a stranger, to being a responsibility we all have to support the people we love in our own communities.”

CHEP Network media account director, Katrina Papica said: “Through media we built powerful connections with potential donors, coupled with a sophisticated geography based-strategy, optimising the right levels of donors relative to centre capacity. Launching the Lifeblood of Australia campaign meant that we had a responsibility to ourselves and our community to inspire Australians to take action and join the Lifeblood movement.”

Campaign Credits:

Client: Australia Red Cross Lifeblood
Creative: Leo Burnett
Media: CHEP Network
Production Company: Sweetshop
Director: Jared Daperis
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Tom Davies
DOP: Max Walter
Production Manager: David Gannon
Offline Editor: Lucas Vasquez
Colourist: Nicke Cantarelli
Online Artist: Jamie Scott
Casting: Peta Dermatis Studio P
Sound: Sam Hopgood, Bang Bang Studios
Stills Photographer: Sean Izzard, The Pool Collective


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