Australian Red Cross Lifeblood has teamed up with M&C Saatchi Group to launch its new brand platform, Life Is The Reason.
The campaign aims to gather 100,000 personal reasons for blood, plasma, and platelet donation and attract 100,000 new donors each year.
It 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,” Jeremy Weiss, Lifeblood’s chief marketing officer.
“The campaign aims to change the mindset from why people don’t donate to the many powerful reasons why they should,” he added.
Lifeblood has invited Australians to visit their Reasons Hub and share their personal motivations for donating, allowing Lifeblood to showcase their reason and image within the campaign. This initiative engages the public and is part of the broader to inspire 100,000 new donors annually and sustain the life-saving work that benefits countless individuals in need.
“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,” Emma Robbins, M&C Saatchi’s national executive creative director, said.
“‘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.”
The creative agency was appointed as Lifeblood’s behaviour change agency in July 2024 following a competitive pitch.
The agency has developed a dynamic creative campaign that 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 to join this life-saving mission, 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.
See also: Lifeblood appoints M&C Saatchi as creative behaviour change agency