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Aussies Called To ‘Flex Their True Colours’ In New Lifeblood Campaign Via B.B.E And Cummins&Partners

Aussies Called To ‘Flex Their True Colours’ In New Lifeblood Campaign Via B.B.E And Cummins&Partners
B&T Magazine
By B&T Magazine
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Lifeblood has joined forces with six Aussie artists, launching a new campaign featuring limited-edition artist-designed bandages in a bid to boost blood and plasma donations over the coming weeks.

The integrated campaign, True Colours, will be rolled out nationally over six weeks, encompassing digital, social, OOH, radio, PR, and media partnerships.

Donors across the country are encouraged to ‘flex their True Colours’ as they don their limited edition artwork bandage, designed by talented Australian artists including Beci Orpin, Gemma O’Brien, Chris Nixon, Georgia Perry, Kenny Pittock and Brian Robinson.

Launching via B.B.E and Cummins&Partners, True Colours is underpinned by a 30-second video, drawing on user-generated content to encourage participation and social sharing, as donors are featured giving their best post-donation ‘flex’ in their vibrant artist-designed bandages.

With Lifeblood research finding a third of Aussies are looking for a meaningful way to give back, Lifeblood Executive Director – Donor Services, Cath Stone, said the campaign offers new and existing blood and plasma donors the opportunity to express their altruism in a new and colourful way, all while encouraging others to do the same.

“We know that our donors see the bandage as a symbol of their good deed as a blood or plasma donor. We’ve built on this notion by teaming up with six incredibly talented artists to create a unique selection of one-of-a-kind designs that people can wear — or flex — with pride.

“October and November are critical months for us to boost donations, and we hope that with these bandage badges of honour, amplified by our True Colours campaign activity, we will encourage that one-third of Aussies who want to give back to their communities to do just that,” said Stone.

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