Lifeblood takes a ‘Bloody Oath’ in first work with Leo Burnett

Australian Red Cross Lifeblood has launched a new campaign to encourage people to give blood, via Leo Burnett and CHE Proximity Media (CHEP).

It’s the first campaign for Lifeblood with Leo Burnett and CHEP Media, titled ‘Bloody Oath’.

In the 45-second spot, several people take the oath to give blood as often as they can, ending with the line: “Do I promise to be a blood donor? Bloody oath I do”.

Lifeblood marketing director, Samantha Bartlett, said: “We know that most people think that donating blood is a good idea, but motivating them to donate for the first time and make it a habit is a challenge we constantly face, particularly as restrictions around the country are easing and people have more distractions in their lives.

“The Bloody Oath campaign aims to encourage Australians to become blood donors even when they’re busy or a little bit hesitant. It’s about building a community of blood donors who are there to give hope, give second chances, and ultimately, give life.

“We are very proud of what’s been created and the way it reflects our brand in such a warm, diverse and inspiring way.”

Leo Burnett Australia CEO, Emma Montgomery, added: “There’s not much of a bigger HumanKind problem to solve than helping Lifeblood expand and deepen its donor base in the context of a global pandemic.

“People know how important donating blood is, but they don’t get around to it. And, they assume someone else will. In other words, people’s best intentions go unrealised with a ‘someday I’ll do it’ attitude.

“This call to arms campaign aims to get more people to make a commitment to book a blood donation. By taking this oath to give blood, you’re literally helping save lives.”

CHEP Media head of communications planning Tim Russell commented: “Rarely do opportunities come along to work with an organisation that has such an important cause at its heart.

“As well as working with a great client on this campaign, developing a data rich strategy to give us a highly sophisticated understanding of donors and their behaviour has been an incredibly rewarding process for the team, with many now pledging to take ‘The Bloody Oath’ for the first time.

“We look forward to continuing the momentum into an exciting year of activity in 2022.”

The campaign is set to run nationally across broadcast television, BVOD, social, out-of-home media and radio.


Client: Lifeblood
Creative Agency: Leo Burnett
Media Agency: CHEP Media
Production Company: Elastic Studios


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