Warren Brown
Executive Creative Director at BMF
Pyrmont, Australia
TitleWe Gave Blood
Agency
Campaign We Gave Blood
Advertiser Red Cross
Brand Australian Red Cross Blood Service
PostedDecember 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
Creative Team
Producer
Director
Creative Director
Agency Producer
Production Company

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