Effies
Australia
Life Is The Reason: Giving the Nation a New Reason to Donate and Saving a Life Every 11 Minutes
Agency
M+C Saatchi Group
Client
Australian Red Cross Lifeblood
Awards
Silver
Not For Profit Organisations
Silver
Positive Change
Bronze
Return On Investment - Social
Finalist
Insight & Strategic Thinking - Campaigns $5-20 Million
Case Study
Summary
When there isn’t a crisis, how do we change people’s behaviour to donate blood? This was the perennial problem for Lifeblood. Outside of a crisis, the barriers were too high for Australians. We had to make it personal. We created a new brand platform for Lifeblood - Life Is The Reason - and invited Australians to find their reason to donate. We drove motivation through trusted voices, educational content and trigger-led activations. This is the story of an unprecedented battle for behaviour change, and a new approach that bloody-well worked.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Jeremy Weiss | Director, Customer Experience & Growth (CMO) | Australian Red Cross Lifeblood |
| Bree Berg | Head of Brand and Integrated Marketing | Australian Red Cross Lifeblood |
| Stephanie Garner | Senior Manager, Integrated Marketing | Australian Red Cross Lifeblood |
| Crystal Pan | Performance Marketing Specialist | Australian Red Cross Lifeblood |
| Sophie Gallagher | Group Strategy Director | M+C Saatchi Group |
| Simon Wassef | Group Chief Strategy Officer | M+C Saatchi Group |
| Michael Hyde | Head of Strategy | M+C Saatchi Group |
| Alexandra Reynoldson | Group Account Director | M+C Saatchi Group |