Don’t Procrastinate. Just donate.
In 2018, the Australian Red Cross Blood Service presented the RMIT Advertising cohort with a live brief; aiming to grow the organisation’s panel of plasma donors. In acknowledgement of the quality of my group’s response, we were nominated to pitch our idea directly to the client.
Brief.
Create a strategic campaign to grow the Australian Red Cross Blood Service’s plasma panel by 18,000 new plasma donors over 12 months.
Insight.
The biggest barrier to donating for new and existing male donors is laziness and inconvenience.
Solution.
Expose the foolish and time-consuming activities young men undertake instead of donating plasma.
Metrolites
Art Direction & Copywriting: Sam Bessell
Research: Reuben Hume
Insights & Media Planning: Tom Kempter
Design: Chris Newlands
Copywriting: Callum Carter