YEAR: 2024
AGENCY: M&C SAATCHI
AGENCY: M&C SAATCHI
Lifeblood’s awareness was in decline, intention to donate was flat, 50% of bookings were no-shows, only 3% of Australians donated, and they needed 100,000 new donors to meet demand.
‘Life Is The Reason’ set out to gather 100,000 real, personal reasons behind blood, plasma and platelet donation, with the goal of attracting the 100,000 new donors Lifeblood needs.
We flipped the conversation surrounding blood donation on its head. Getting Aussies to rethink all the reasons they don’t donate, or can’t be bothered, to all the powerful reasons they should.
The campaign launched in late September 2024. In the first three weeks, we had over 6,250 reasons submitted. We gained over 900 pieces of media coverage and reached over 11M Australians, outperforming campaign reach benchmarks by 653%.
And most importantly, we cracked 100k. We delivered more than 107,000 new donors by the end of the financial year.
Reasons are still being collected here. Donate, and share yours.
‘Life Is The Reason’ set out to gather 100,000 real, personal reasons behind blood, plasma and platelet donation, with the goal of attracting the 100,000 new donors Lifeblood needs.
We flipped the conversation surrounding blood donation on its head. Getting Aussies to rethink all the reasons they don’t donate, or can’t be bothered, to all the powerful reasons they should.
The campaign launched in late September 2024. In the first three weeks, we had over 6,250 reasons submitted. We gained over 900 pieces of media coverage and reached over 11M Australians, outperforming campaign reach benchmarks by 653%.
And most importantly, we cracked 100k. We delivered more than 107,000 new donors by the end of the financial year.
Reasons are still being collected here. Donate, and share yours.
