Creative agency Cummins&Partners is looking to recruit a new generation of donors with a bold new campaign for Australian Red Cross Blood Service, which launched on Sunday.
While motivation to donate blood is high across the board, follow-through is notoriously low. Australians want to give blood but find many reasons not to do so, claiming in effect it’s too hard – but Australia needs more donors. So to encourage more people to give blood and save three lives, the Blood Service is now highlighting that giving blood feels like an easy and everyday activity by focusing on the most ordinary, yet rewarding aspect of giving blood – the biscuit you receive at the end of the process.
And although it’s just an ordinary biscuit, according to celebrity chefs Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté, it’s the best biscuit you’ll ever eat because of the lives saved. Even the world’s foremost expert in the area, Cookie Monster from Sesame Street, agrees.
Executive creative director, Ben Couzens said, “The best bit about giving blood is how you feel afterwards, knowing that your simple act has saved three lives. So we’re using the biscuit to tell Australians that giving blood feels good. There are many ways we could have done this – but highlighting the simple, humble biscuit makes the act of giving blood seem both heroic, yet simple and every day.”
Alyson Pearce from Australian Red Cross Blood Service said, “We think the Biscuit campaign is a refreshing and novel way to communicate the benefits of giving blood, whilst making it seem like a more everyday, easily accessible activity. We are proud of this work and confident of the impact it will have.”
The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.
Adam Ferrier, CSO at Cummins&Partners said, “Often advertising doesn’t increase peoples’ motivations to act, it simply reminds them to do so. That was where we started. Some people think giving blood is a hassle, or time consuming. We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. It’s an idea that has been driven directly out of our ‘Platforms for Action’ behaviour change process, and exactly the sort of work we aspire to make as an agency.”
Image via AdWeek.
Australian Red Cross Blood Service
Alyson Pearce, National Marketing & Community Relations Director
Ben Scales, National Campaigns Manager
Kim Feliciak, (Acting) National Campaigns Manager
Production Company,The Sweet Shop
Louis Sutherland, Director
Allison Lockwood, Producer
Jim Ingram, Executive Creative Director
Ben Couzens, Executive Creative Director
Doogie Chapman, Creative Director
Connor Beaver, Senior Art Director
Tom Ward, Managing Director
Adam Ferrier, Chief Strategy Officer
Georgina Pownall, Group Account Director
Ollie Ward, Senior Integration Director
Zac Martin, Digital Strategist
Shane Mitropolous, Integration Director
Jess Thompson, Head of Broadcast Production
Nigel Camilleri, Broadcast Producer
Valerie Setyana, Account Director
Anjana Mani, Head of Fuse & Word Melbourne