Melbourne experiential agency, RAPP recently launched an online video for The Australian Red Cross Blood Service in the form of a short documentary that touch many hearts.
After Narelle’s life was saved by the generous blood donations of Australians, her husband, Tane was inspired to organise a thank you card from their community. It was his way of showing donors that they had a huge impact, not just on Narelle, but everyone in her life. The short documentary shows Tane’s journey passing around the ’Thank You’ card. The brief was to create an honest but uplifting film that thanks existing blood donors as well as encourages new donations.
RAPP creative director Steve Crawford said: “Our brief was to develop a retention campaign targeting donors at different stages of their donation lifecycle. Knowing that these donors are motivated by wanting to give back to their community, we wanted to demonstrate how their blood donations touch more people than they think. The resulting Thank You Project, featuring a recipient and her community brings this idea to life.”
Nick Carlton, director at integrated communications company KOJO was approached by RAPP to create a short documentary that showed the journey of one of the Blood Service recipients.
“Armed with a beautifully simple brief from RAPP, my challenge was to draw out the positivity in what was an incredibly sad moment in blood recipient Narelle’s life. Her survival and what it meant to those in her life is a story I wanted to bring to the screen in a compelling and meaningful way,” said Carlton
Alyson Pearce, National Marketing Director from the Red Cross Blood Service said: “Kojo and RAPP exceeded our expectations on this brief, it is a moving story, that really illustrates the impact donors have on people’s lives and this is really brought to life in this short video.
We’re excited about this ‘Thank You’ campaign and believe donors will appreciate knowing just what a difference their blood donations can make to so many people in so many different ways.”
Client: Australian Red Cross Blood Service
National Marketing and Community Relations Director: Alyson Pearce
National Direct Marketing Co-ordinator: Quyen Siu
Creative Directors: Steve Crawford & Murray Bransgrove
Production Company: KOJO
Directed & Edited by Nicholas Carlton
Executive Producer – Jessica Norton
Production Manager – Shaun McAlpine
Director of Photography – Shyam Ediriweera
Music & Sound – Dmitri Golovko