Blood donors are typically presented as heroes but this year M&C Saatchi Group and Australian Red Cross Lifeblood have made donating personal. The new brand platform, Life Is The Reason, aims to gather 100,000 personal reasons behind blood, plasma and platelet donation, with the goal of attracting 100,000 new donors each year.
Life is the Reason amplifies the real, personal, and life-saving reasons of real Lifeblood donors. With just 3% of the eligible population currently donating, the campaign challenges all Australians to find their reason to give.
“We’re asking people to find just one reason why they should donate,” stated, Lifeblood chief marketing officer, Jeremy Weiss. “The campaign aims to change the mindset from why people don’t donate to the many powerful reasons why they should.”
To engage the public, Lifeblood is inviting Australians to visit its Reasons Hub and share their personal motivations for donating, allowing Lifeblood to highlight their reason and image within the campaign. This initiative is part of a broader effort to inspire 100,000 new donors annually and sustain the life-saving work that benefits countless individuals in need.
M&C Saatchi national executive creative director, Emma Robbins, commented, “Our goal together was to create a campaign that can talk to all blood product donations and makes people feel both the urgency but also the impact of their donation. Life is the Reason is about connecting deeply with every Australian’s innate sense of generosity, empathy and community. It’s a campaign that makes you stop, think, and realise that whatever your reason, you have the power to save lives.”
Demand for red blood cells has surged by 10% over the past four years, and plasma demand is at an all-time high in Australia and globally. Lifeblood now collects more plasma than blood, with donated plasma being used to treat more than 50 serious medical conditions. While the organisation is incredibly thankful to its regular donors, the reality is that the current donor base cannot meet the growing demand alone.
M&C Saatchi Group was appointed as Lifeblood’s behaviour change agency in July 2024 following a competitive pitch. The campaign spans multiple platforms, including out-of-home (OOH), TVOD, digital, and social media, aiming to reach a wide audience and drive action with a purpose-built filter encouraging Aussies to share their own reason using the ‘storytime’ trend. Earned and influencer amplification of the campaign is being driven via the passion marketing specialist arm, M&C Saatchi Sport & Entertainment.
To rally more Australians, Lifeblood will have a mobile donor centre outside the Melbourne Cricket Ground (MCG) during the official AFL Footy Festival, from Wednesday, September 25 to Saturday, September 28 (Grand Final Day). High profile Australian talent partnering with Lifeblood to share their reasons to donate include Ben and Hester Brown, Jack Riewoldt, Chantelle Otten, Dave Hughes, Erin Molan and Tim Robards.
Credits:
Client: Australian Red Cross Lifeblood
Chief Marketing Officer: Jeremy Weiss
Head of Brand and Creative: Bree Berg
Creative Manager: Amanda Brass
Senior Campaign Specialist: Becky Brownjohn
Brand Manager: Rebecca Sexton
Program Manager: Candice Bedelis
Senior Brand Specialist: Elizabeth Dempsey
Head of Marketing Planning: Alysha Barden
Head of Growth Marketing: Jude Leon
Acquisition Marketing Manager: Steph Garner
Senior Campaign Specialist: Jess Thwaites
Senior Media Manager, Media and CEO Communications: Rachel Wells
Media & Public Relations Manager: Hannah Rayment
Brand Partnerships Manager: Jo Lawson
Content and Social Media Manager: Jessica Van Coppenhagen
Creative Agency: M&C Saatchi
CEO: Michael McEwan
Chief Creative Office: Steve Coll
National Executive Creative Director: Emma Robbins
Creative Director: Russel Fox
Senior Copywriter: Daniel Borghesi
Art Director: Jake Rowland
Head of Strategy: Michael Hyde
Senior Account Directors: Alexandra Reynoldson & Gemma Hall
Account Director: Carolina Silva
Head of TV Production: Loren August
Senior Producer: Carol Sinclair
Senior Integrated Producer: Christina Wilmot
Design Director: James Jamais
Senior Retoucher: Matthew Cox
Integrated Designer: Kristopher McDuff
Media Agency: CHEP Network
Post Production: Jesse Richards
Post Producer: Carol Sinclair
Music and Sound Design: Bang Bang Studios
Composer: Tristan Dewey
Producer : Polly Mcgregor
Sound Engineer: Justin Bodanac
