‘You have the power to save lives’: M&C Saatchi Group and Lifeblood launch rally cry donation campaign
Australian Red Cross Lifeblood is calling for 100,000 Australians to become life-saving donors via a new platform from M&C Saatchi Group.
The thought-changing campaign – ‘Life is the Reason’ – seeks to “amplif[y] the real, personal, and life-saving reasons of real Lifeblood donors, calling for Australians to determine what their reason is to become a donor.
“We’re asking people to find just one reason why they should donate,” explained Jeremy Weiss, chief marketing officer at Lifeblood.
“The campaign aims to change the mindset from why people don’t donate to the many powerful reasons why they should.”
‘Life is the Reason’ leverages a Reasons Hub people can visit to submit their donation motivations and have them (and their image) shared as part of the campaign. Ultimately, the initiative seeks to have 100,000 people sign up as fresh donors and perpetuate Lifeblood’s work, particularly as demand for plasma and red blood cells is high.
According to Emma Robbins, national executive creative director at M&C Saatchi, the platform was designed to touch upon “all blood product donations”, emphasising their extreme importance to peoples’ lives.
As Robbins phrased it: “Our goal together was to create a campaign that can talk to all blood product donations and makes people feel both the urgency but also the impact of their donation.
“‘Life is the Reason’ is about connecting deeply with every Australian’s innate sense of generosity, empathy and community. It’s a campaign that makes you stop, think, and realise that whatever your reason, you have the power to save lives.”
The campaign is playing across several platforms, such as social media, out of home, digital and TVOD, in addition to offering a “a purpose-built filter encourging Aussies to share their own reason using the ‘storytime’ trend.” At the same time, a mobile donor centre will be set up outside the Melbourne Cricket Ground from September 25 to the day of the Grand Final (September 28), coinciding with the AFL Footy Festival.
M&C Saatchi Sport & Entertainment is overseeing the influencer amplification and earned aspects of ‘Life is the Reason’.
Prominent Australians are also lending their reasons to the platform, including Erin Molan, Dave Hughes, Chantelle Otten and more.
The vital campaign comes over a month after it was announced that M&C Saatchi Group signed on to serve as the creative behaviour change agency for Lifeblood in early July.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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