To motivate more people to become blood donors, Australian Red Cross Lifeblood has created the ‘Bloody Oath’, a new campaign via Leo Burnett and CHEP Media, that aims to help the organisation as it prepares to significantly grow its donor panel in 2022.
In Lifeblood’s first campaign, the organisation is calling on people around the country to take the ‘Bloody Oath,’ an important promise to become a blood donor.
The campaign is set to run nationally across broadcast television, BVOD, social, out-of-home media and on radio.
Says Samantha Bartlett, marketing director, Lifeblood: “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.”
Says Emma Montgomery, CEO, Leo Burnett Australia: “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.”
Says Tim Russell, head of communications planning at CHEP Media: “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.”
Creative Agency: Leo Burnett
Media Agency: CHEP Media
Production Company: Elastic Studios