Effies
Australia
Lifeblood Blood Supply: How a Media First Elevated Blood Donation Into a National News Story, Saving Up to 28,848 Lives
Agency
Clemenger BBDO
Client
Australian Red Cross Lifeblood
Awards
Gold
Not For Profit Organisations
Gold
Positive Change
Silver
Innovative Media or Channel Solutions (inc. Media Partnerships)
Silver
Return on Investment
Summary
With a dwindling donor pool and a 12-year high in demand for blood, Lifeblood needed to elevate its cause into a national news story. The brand took cues from emergency alert systems and partnered with a major TV network to turn real-time blood supply levels into a nightly breaking news report. This media-first approach used trusted news anchors to prompt attention and action, successfully making blood donation a headline and inspiring more Australians to donate.
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 | CMO | Australian Red Cross Lifeblood |
| Jude Leon | Head of Growth Marketing | Australian Red Cross Lifeblood |
| Steph Garner | Acquisition Marketing Manager | Australian Red Cross Lifeblood |
| Jess Thwaites | Senior Campaign Specialist | Australian Red Cross Lifeblood |
| Simon Wassef | Chief Strategy Officer | Clemenger BBDO |
| Nick Bauer | National Head of Strategy and Planning | Clemenger BBDO |
| Catherine Mellon | Executive Strategy Director | Clemenger BBDO |
| Sophie Gallagher | Strategy Director | Clemenger BBDO |
| Matthew Grundy | Data Scientist | Clemenger BBDO |