Red Cross is out for blood in NRL state of origin campaign

The NRL has launched a campaign using the upcoming State of Origin Series to encourage blood donors in NSW and Queensland.

Drawing on the rivalry between the two states, R/GA has created the ‘Out For Blood’ campaign in partnership with the Australian Red Cross Blood Service, to “bring back the blood in Origin”.

Fans who give blood at either one of the mobile units or at an Australian Red Cross Donor Centre will be able to show their support for their state with branded badging received after the donation is complete.

The Queensland commercial features NRL player Gorden Tallis saying “you want blood Queensland, then come give it” as he sits in the donation chair to give blood and save three lives.

In contrast, the NSW spot shows player Nathan Hindmarsh encouraging Sydney residents to donate their blood.

Peter Jarmain, general manager of brand and marketing at the NRL, said in a statement: “As any player will tell you, State of Origin is Australia’s greatest sporting rivalry and an annual battle that fans take very personally.

“This year, we’re giving them a chance to take the fight off the field and make it count. We hope Out for Blood will fire them up for the games, and for a good cause.”

The campaign is set to run across social, out-of-home and includes two branded donor mobile units which will tour Queensland and NSW in the lead up to the sporting series.

“Out For Blood is an initiative that’ll genuinely save lives, and I applaud The Australian Red Cross and NRL coming together to make it happen,” Bob Mackintosh, VP ECD, APAC, said.

R/GA launched its first work for the NRL in March this year with its ‘This is How We League’ campaign.


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