News

Lynx partners with Australian Red Cross Blood Service to encourage men to donate

Lynx has partnered with the Australian Red Cross Blood Service to encourage men to donate blood in the lead up to World Blood Donor Day on June 14.

The campaign follows on from Lynx’s ‘Make love not war’ campaign which first aired at the Super Bowl, and is designed to promote the new product ‘Peace’ as they ask Australian guys to participate in the Lynx Peace project through making the “ultimate demonstration of love and donate blood in the name of peace”

Wallabies star and Lynx Peace project ambassador Adam Ashely-Cooper fronts the campaign which is set to launch on Wednesday.

Marketing director Jon McCarthy said: “More so than ever young people care deeply for the future and it is the purpose of brands with large scale and reach to be a force for positive social change. Make Love Not War is a powerful and timely message and a brand like Lynx can deliver this in a surprising and engaging way to young people. Lynx has always stood for bringing people together in the name of love and in partnership with the Red Cross Blood Service we want to give people the chance to make a selfless expression of love and donate blood.”

It aims to improve on statistics that demonstrate men are less likely to donate on a regular basis, a trend the Blood Service says “has the potential to disrupt future blood collections if not improved”.

Unilever is working with Soap & Adhesive PR on the local activation in Australia, with media buying through Mindshare.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.