Title | We Gave Blood |
Agency | BMF |
Campaign | We Gave Blood |
Advertiser | Red Cross |
Brand | Australian Red Cross Blood Service |
Posted | December 2004 |
Business Sector | Blood/Organ Donation |
Philosophy | Using a real 'live' blood box, we mailed 30 media buyers showing them our unconventional approach. |
Problem | 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. |
Result | 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% |
Media Type | Television & Cinema |
Length | |
Market | Australia |
Creative Team | Andrew Ostrom |
Creative Team | Andrew Petch |
Producer | Emma Lawrence |
Director | Ben Lawrence |
Creative Director | Warren Brown |
Agency Producer | Mandy Payne |
Production Company | Caravan Pictures |