Olympian + plasma recipient Michael Klim stars in new Australian Red Cross Lifeblood campaign

In 2022, Australians learnt that Michael Klim had been diagnosed with the devastating auto-immune disease, chronic inflammatory demyelinating polyneuropathy (CIDP). What they didn’t know was his treatment relied on the plasma found in their blood.

 

Australian Red Cross Lifeblood’s latest campaign aims to raise awareness of the growing demand for plasma, the blood product most needed by patients and hospitals across Australia. Using Klim’s inspiring story of hope and perseverance, the campaign challenges the perception that blood donations are only used in emergencies, starting a much-needed conversation around the growing range of treatments and medication that rely on blood and plasma donations.

In becoming an ambassador for Lifeblood, Klim said he jumped at the opportunity to help raise awareness of just how critical plasma is to thousands of Australians like himself: “Unless you have been in a situation like mine, you can’t fully appreciate the demand that exists for plasma and the change it can create for patients. It is an amazing product.”

The campaign will run nationally across a range of channels including TV social, digital, OOH, radio, and brand activations and is designed to raise awareness of Lifeblood and the need for plasma donations.

Says Jeremy Weiss, chief marketing officer, Lifeblood: “Our main objective is to build brand awareness of Lifeblood and drive intention to donate as we pursue our plasma growth strategy. With only 62% of non-donors (public) being aware that they can give plasma we have a clear problem to solve.

“We’re all so grateful to Klim for supporting this cause and partnering with our brand. Nobody thinks they’ll need plasma and when they imagine a recipient or patient, they definitely don’t think of a world champion like Klim. Michael’s story is a wake-up call for all of us. The need for plasma doesn’t discriminate and we all have a responsibility to ensure everyone has access to the plasma treatments and medication they need.”

Client: Australian Red Cross Lifeblood
Chief Marketing Officer: Jeremy Weiss
Head of Brand and Creative Services: Bree Berg
Corporate Partnerships Manager: Jo Lawson
Senior Brand Specialist: Elizabeth Dempsey
Campaign Specialist: Kim Feliciak
Agency: Lifeblood In-house Creative Studio
Creative Manager: Amanda Brass
Lead Creative: Liam Travers
Copy Manager: Renee Turner
Senior Designer: Aleks Susnica

Production Company: HOME
Director: Henry Zalapa
Producer: Dinusha Ratnaweera
1st AD: Darin Berlin
DOP: Tim Tregoning
Gaffer: Peter Sutton
Grip: Richie Brown
Art Director/ Stylist: Jo Ayling
Underwater DOP: Andy Gough
Editor: Andy Fernandez
Sound designer: Shaun Clifford
Composer: Noah Bloom
Colourist: Yanni Kronenberg
Voice over: Emma Lung
Talent/Nurse: Tequila Rathbone
Still Photographer: Sean Izzard – Pool Collective
Talent Manager: Shannon Beck – TLA

Lifeblood Media: Rachel Wells (Campaign Lead)
Jemma Falkenmire
Jessica Willet
Aania Tandon

PR Agency: TLA
Account Director – Communications : Samantha McLaughlin
Senior Account Manager – Communications: Madison Cloke

Media agency: CHEP
Investment Lead, Media: Elizabeth Lonsdale
Digital Lead: Luke Egan

With more than 6,000 plasma transfusions and treatments sent by Lifeblood to hospitals across Australia every day, there’s never been a better time to book a donation. To give plasma, sign up at Lifeblood or call 13 14 95, and who knows, your next donation could go to Klim.