Qantas loses colour in campaign to drive blood donations

Qantas has stepped up to help the Australian Red Cross attract new blood donations with a campaign that has seen the airline fade out the red As from its name and the O from its sell line, Spirit Of Australia, on its website and social media channels.

The move is part of a global initiative by the Red Cross to highlight the need for people to keep donating blood or run the risk of blood type availability running out.

https://www.youtube.com/watch?v=oB-Xep4y40k

Using the line “Can you help fill the gaps?” the campaign is being supported by a 15-second online film promotion simply asking “Give Blood. Save Lives” and promoting the campaign’s hashtag #missingtype.

The campaign also highlights that Australians need 25,000 donations per week.

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

topics Australian Red Cross blood donations Qantas

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Comments: 3

Flyboy 18 Aug 16

Where is the “O” in the Qantas logo?

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Simon Canning 18 Aug 16

Hi Flyboy, the O is in the wider branding of Spirit Of Australia. Apologies for not making this clear in the post.

Simon

Bonds as well? 18 Aug 16

I’ve noticed Bonds Australia has ditched the B and O from their logo – assuming it’s the same reason?

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