Lynx partners with Australian Red Cross Blood Service to encourage young men to donate blood in new ‘Love Is In Your Blood’ campaign via Soap
Lynx has partnered with Australian Red Cross Blood Service to encourage young men to donate blood in a local activation part of Lynx’s global ‘Make Love, Not War’ campaign titled ‘Love Is In Your Blood’ via Soap Creative.
The local activation asks Australian guys to make the ultimate demonstration of love: a blood donation in the name of peace as part of the partnership with the Australian Red Cross Blood Service.
The activation promotes the new Lynx Peace range and aims to get 85,000 Australians to pledge to donate their blood to help save 100,000 lives – enough to fill the MCG.
Says Jon McCarthy, Unilever marketing director: “More so than ever young people care deeply for the future, and it is the purpose of brands with large scale and reach to be a force for positive social change. Make Love Not War is a powerful and timely message and a brand like Lynx can deliver this in a surprising and engaging way to young people. Lynx has always stood for bringing people together in the name of love, and in partnership with the Australian Red Cross Blood Service we want to give people the chance to make a selfless expression of love and donate blood.”
The activation is a collaboration between communications agencies Soap Creative, Mindshare and Adhesive PR. The launch film features Wallabies player and Lynx Peace ambassador Adam Ashley-Cooper.
The integrated campaign includes digital display, mobile, PR, social media and real world activation events. Artist Bobby Haiqalsyah has also designed a unique mural for the activation, which is being used for a street poster campaign and on special ‘peace sleeves’ that are being distributed via mobile blood banks.
Says Ashadi Hopper, Soap Creative ECD: “Australia needs 27,000 volunteer donors every week to keep up with demand, and young guys make ideal donors. ‘Love Is In Your Blood’ is a powerful message, appealing to guys to actively support a good cause. It’s fantastic that Lynx is mobilizing its fans into a positive force.”
The activation officially launched with an event at Bondi Beach on Saturday March 8, where Ashley-Cooper encouraged locals to pledge to donate blood in a specially branded Lynx Red Cross Blood Service Mobile Blood Bank. This will tour university campuses until World Blood Donor Day on June 14, encouraging students to also join the drive.
Client – Lynx Australia
Marketing Director – Jon McCarthy
Snr Brand Manager – Johnny Hammond
Asst Brand Manager – Josh Gonski
Creative Agency – Soap Creative
PR Agency – Adhesive PR
Media – Mindshare
Activation- Mindshare ESP
Illustrator – Bobby Haiqalsyah (Jacky Winter Group)
Production Company – Marbay Films
Director – Johan Polhem
Executive Producer – Darren Bailey
Producer – Helen Morahan
DOP – Adam Howden
Sound – Sound Reservoir
Editor – Matt Eastwood
Post – Chimney Group
Sound – Sound Reservoir
DOP – Adam Howden
1st AC & Data – Jani Hackli
Gaffer – Matt Wilson
Best Boy – Alan Frasier
Sound Rec – Mario Pellegrino
Standby Props – Connor Reid
Wardrobe – Lucy Alder
Hair & Makeup – Tira Jaye
Runner – Carlo Mark
1 Comment
I saw this earlier today! Seeing people donating blood is really cool, and it saves lives and helps so many people out, but the neat looking armbands are a great incentive/reward, too!