Australians have received the message that giving blood saves lives. Most Australians will say they want to give blood. Few actually do so. The Australian Red Cross Blood Service needs people to follow through. So, Cummins&Partners has begun to focus less on the giving than the getting.
And it has made the focus of getting the reward – the biscuit that people are given after donating.
It’s just an ordinary biscuit – according to celebrity chefs, Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté. It’s “the best biscuit you’ll ever eat” because it means you’ve saved three lives. Even the world’s top expert on biscuits, Cookie Monster from Sesame Street, agrees.
Adam Ferrier, chief strategy officer at Cummins&Partners noted, “Often advertising doesn’t increase people’s motivations to act. It simply reminds them to do so. That was where we started. Some people think giving blood is a hassle, or time consuming. We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. It’s an idea that has been driven directly out of our ‘Platforms for Action’ behaviour change process, and exactly the sort of work we aspire to make as an agency.”
Cummins&Partners executive creative director, Ben Couzens added, “The best bit about giving blood is how you feel afterwards, knowing that your simple act has saved three lives. So we’re using the biscuit to tell Australians that giving blood feels good. There are many ways we could have done this – but highlighting the simple, humble biscuit makes the act of giving blood seem both heroic, yet simple and every day.”
The campaign is running on broadcast and social media, as well as activations, PR and in-centre collateral.
Campaign credits:
Creative agency: Cummins&Partners
Executive creative directors: Jim Ingram & Ben Couzens
Creative director: Doogie Chapman
Senior art director: Connor Beaver
Managing director: Tom Ward
Chief strategy officer: Adam Ferrier
Group account director: Georgina Pownall
Senior integration director: Ollie Ward
Digital strategist: Zac Martin
Integration director: Shane Mitropolous
Head of broadcast production: Jess Thompson
Broadcast producer: Nigel Camilleri
Production company: The Sweet Shop
Director: Louis Sutherland
Producer: Allison Lockwood
Media: OMD
PR: Fuse
