The Australian Red Cross Blood Service and Cummins&Partners have launched a new initiative designed to encourage partners of pregnant women to show their support by becoming regular blood donors.
Jude Leon, head of integrated marketing communications at The Australian Red Cross Blood Services, said: “One in five women will need blood at some point during their pregnancy, yet only one in 30 Australians currently give blood.
“To continue to collect enough blood to support these women, we need regular donations, so we decided to ask the people who care about them the most – their partners.”
Launched on Mother’s Day, the nationwide initiative already has the support of some of Australia’s leading midwives and obstetricians, who will be able to provide information to expecting couples about the importance of blood during pregnancy.
“While pregnancy is an exciting time for everyone, from the very first appointment the focus is squarely on mother and child,” Leon said.
“Our aim is to give partners their own role in this process – one that makes them feel like they’re contributing more than just emotional support.”
As well as creative duties, Cummins&Partners is also handling the media roll-out, engaging celebrity influencers, partnering with women’s blog Mamamia and seeding a series of online films designed to educate expecting partners.
Adam Slater, associate creative director at Cummins&Partners, said the agency hopes the initiative eventually becomes an integral part of the pregnancy process.
“We love working with the team at The Australian Red Cross Blood Service to find new and unexpected ways of engaging new donors,” he said.
“We know that partners would give absolutely anything for a safe and successful birth. And while driving her to appointments and giving her the occasional backrub is nice, if they really want to chip in and do something meaningful, they should really consider giving blood.
“The fact that you can donate blood every three months – once for each trimester – is perfect. It means that while she’s working on bringing a child into the world, you can be helping to save the lives of new mums everywhere.”
Client: Australian Red Cross Blood Service
Marketing director: Samantha Bartlett
Head of integrated marketing communications: Jude Leon
Campaign specialist: Rebecca Munns
Social media lead: Jess van Coppenhagen
Chief creative officer: Sean Cummins
Associate creative director: Adam Slater
Creative director: Doogie Chapman
Senior art directors: Connor Beaver and Cam McMillan
Head of broadcast production: Chris Moore
Broadcast producer: Karley Cameron
Editor: Jesse Richards
Strategy planner: James Bennett
Senior integration director: Sally Kingi
Senior integration manager: Kara Brumfit
Head of connections strategy: Johnny Corpuz
Connections strategists: George Groves and Calvin Lyon
Connections planning manager: Will Millar
Connections executive: Monique Gerada
Production: Buddy Films
Director: Harry Sanna
Director of production: Jordan Maddocks
Producer: Mandy Payne
Colourist: Martin Greer