Using a real 'live' blood box, we mailed 30 media buyers showing them our unconventional approach.
Problème
Less than 3% of the Australian population will give blood and some 80% of the population will need a blood transfusion in their lifetime. We'd created a unique campaign but needed some 'free' TV media to continue running it.
Résultat
Two TV channels agreed to run the commercials free of charge - an extraordinary Aus $1,537,000 of free media. When the ads ran, the national increase in calls was 87% and the increase to registrations on donateblood.com.au was 848%