Sydney, Australia – Australian Red Cross Lifeblood is calling for new blood donors in the ‘Life Is The Reason’ campaign launch in partnership with M&C Saatchi Group.
The campaign follows the surge of red blood cell and plasma demand in recent years, both in Australia and globally. To meet the growing demand, Lifeblood aims to inspire 100,000 Australians to become new donors each year.
With only 3% of the eligible population currently donating, Lifeblood encourages people to find their own reasons to donate. The campaign urges donors to visit the Reasons Hub and share their own reasons for donating to motivate others. Leveraging the ‘storytime’ trend people can also share their personal stories on social media.
As part of the campaign, Lifeblood will have a mobile donor centre at the Melbourne Cricket Ground during the AFL Footy Festival. Australians can also donate by calling Lifeblood, booking online, or using the DonateBlood app.
Celebrities Ben and Hester Brown Jack Riewoldt, Chantelle Otten, Dave Hughes, Erin Molan, and Tim Robards are also lending their voices to the cause.
“We’re asking people to find just one reason why they should donate. The campaign aims to change the mindset from why people don’t donate to the many powerful reasons why they should,” Jeremy Weiss, Lifeblood’s chief marketing officer, said.
Emma Robbins, M&C Saatchi’s national executive creative director, 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.”
