Client: Australian Red Cross
Brief: Celebrate 100 year anniversary of the blood donor, and encourage more people to give blood
Solution: Bloody Legends
Brief: Celebrate 100 year anniversary of the blood donor, and encourage more people to give blood
Solution: Bloody Legends
The Australian Red Cross Blood Service was about to enter its 100th Year Anniversary of the Blood Donor. They needed an integrated campaign idea that would both celebrate all the people who give blood already, and encourage others to do the same. We came up with Bloody Legends.
Using local Aussie vernacular, our idea was to use real blood donors as talent for the campaign, photographed at the blood bank when they turned up to give blood. During the campaign period, we would set up a photographer or photobooth at each blood bank. Blood donors would receive a Bloody Legend t-shirt as a 100th Anniversary thank you gift and would be offered the opportunity to have their photo taken wearing it. With their consent, the photos would then be used as posters for outdoor, on member-get-member emails, DM, the website and in the Bloody Legends online Hall of Fame. It was a great way to give blood donors a public pat on the back, and show others that anyone can be a bloody legend and give blood - themselves and their mates included.
Using local Aussie vernacular, our idea was to use real blood donors as talent for the campaign, photographed at the blood bank when they turned up to give blood. During the campaign period, we would set up a photographer or photobooth at each blood bank. Blood donors would receive a Bloody Legend t-shirt as a 100th Anniversary thank you gift and would be offered the opportunity to have their photo taken wearing it. With their consent, the photos would then be used as posters for outdoor, on member-get-member emails, DM, the website and in the Bloody Legends online Hall of Fame. It was a great way to give blood donors a public pat on the back, and show others that anyone can be a bloody legend and give blood - themselves and their mates included.
 Photobooth
|
 Band-aid and sticker
|
A thank you email to donors featured their photo and the subject "<First name>, you're a Bloody Legend". The buttons gave them options to send an email featuring their picture on to a friend ("<Friend name>, look who's been a Bloody Legend", you can too etc.) and to sign up for SMS, email or Outlook/Entourage calendar reminders for when they were next due to give blood.
Blood donor pictures and names get displayed in the Bloody Legends Hall of Fame. Donors can also send playful eCards to friends, having fun with their picture.