Australian Red Cross Blood Service: WE GAVE BLOOD

Credits & Description:

Less than 3% of the Australian population will give blood and some 80% of the population will need a blood transfusion in their lifetime. We'd created a unique campaign but needed some 'free' TV media to continue running it.
Philosophy/Solution
Using a real 'live' blood box, we mailed 30 media buyers showing them our unconventional approach.
Results
Two TV channels agreed to run the commercials free of charge - an extraordinary Aus $1,537,000 of free media. When the ads ran, the national increase in calls was 87% and the increase to registrations on donateblood.com.au was 848%
Title "We Gave Blood"
Agency BMF
City Pyrmont
Production Company: Caravan Pictures
Advertiser Red Cross
Brand Name Australian Red Cross Blood Service
Business Sector Blood/Organ Donation
Market Australia
Country of Production Australia
Language English
Type Television & Cinema
Creative Director Warren Brown
Creative Team Andrew Ostrom, Andrew Petch
Director Ben Lawrence
Producer Emma Lawrence
Agency Producer Mandy Payne