‘Giving Blood Feels Good’ the message in latest integrated campaign for Australian Red Cross Blood Service via Cummins&Partners, Melbourne
The Australian Red Cross Blood Service is looking to recruit a new generation of donors with a new campaign via Cummins&Partners, Melbourne.
The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.
While motivation to donate blood is high across the board, follow-through is notoriously low. Australians want to give blood but find many reasons not to do so, claiming in effect it’s too hard – but Australia needs more donors. So to encourage more people to give blood and save three lives, the Blood Service is now highlighting that giving blood feels like an easy and everyday activity by focusing on the most ordinary, yet rewarding aspect of giving blood – the biscuit you receive at the end of the process.
And although it’s just an ordinary biscuit, according to celebrity chefs Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté, it’s the best biscuit you’ll ever eat because of the lives saved. Even the world’s foremost expert in the area, Cookie Monster from Sesame Street, agrees.
Says Executive Creative Director, Ben Couzens: “The best bit about giving blood is how you feel afterwards, knowing that your simple act has saved three lives. So we’re using the biscuit to tell Australians that giving blood feels good. There are many ways we could have done this – but highlighting the simple, humble biscuit makes the act of giving blood seem both heroic, yet simple and every day.”
Says Alyson Pearce from Australian Red Cross Blood Service: “We think the Biscuit campaign is a refreshing and novel way to communicate the benefits of giving blood, whilst making it seem like a more everyday, easily accessible activity. We are proud of this work and confident of the impact it will have.”
Adds Adam Ferrier, CSO at Cummins&Partners: “Often advertising doesn’t increase peoples’ motivations to act, it simply reminds them to do so. That was where we started. Some people think giving blood is a hassle, or time consuming. We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. It’s an idea that has been driven directly out of our ‘Platforms for Action’ behaviour change process, and exactly the sort of work we aspire to make as an agency.”
Cummins&Partners
Jim Ingram, Executive Creative Director
Ben Couzens, Executive Creative Director
Doogie Chapman, Creative Director
Connor Beaver, Senior Art Director
Tom Ward, Managing Director
Adam Ferrier, Chief Strategy Officer
Georgina Pownall, Group Account Director
Ollie Ward, Senior Integration Director
Zac Martin, Digital Strategist
Shane Mitropolous, Integration Director
Jess Thompson, Head of Broadcast Production
Nigel Camilleri, Broadcast Producer
Production Company, The Sweet Shop
Louis Sutherland, Director
Allison Lockwood, Producer
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland
DoP: Adam Howden
Talent
Neil Perry
Donna Hay
Matt Moran
Gabriel Gaté
Kylie Kwong
Adriano Zumbo
Cookie Monster
Media, OMD
Valerie Setyana, Account Director
PR, Fuse
Anjana Mani, Head of Fuse & Word Melbourne
Australian Red Cross Blood Service
Alyson Pearce, National Marketing & Community Relations Director
Ben Scales, National Campaigns Manager
Kim Feliciak, (Acting) National Campaigns Manager
17 Comments
Trivialising nonsense.Just awful.
@ oh please
I suppose you think going the fear arousal route is better?
This is fresh.
Well done Cummins
Turns what is essentially a voluntary medical proceedure into something fun. My needle-phobia says no. But my sweet tooth says yes.
It’s a nice ad. Will it make a difference?
Probably not.
The ‘celebrity chef because they know better when it comes to food’ route…seems unnecessary.
Wow that first comment seems harsh. I read article without watching then read the comment and was compelled to watch. It’s actually a great idea, well executed. Maybe it was a stategic move by cummins to post the first comment? Anyway. A fresh way to tackle the problem.
Wow. I’m not a huge fan of the agency but I really like this. Massively well done to those involved. It’s category breaking.
I am sure I’ve seen an ad just like this one for the Americas Blood Centers using David Chang from Momofuku?
This is nothing on BMF’s ‘we gave blood’ spot. And that was ten years ago, and we’ve come a long way since.
Cookie Monster. Enough said.
Well played Cummins
@Gil McLachlan
You are the sort of puerile turd that the industry reviles.
You’ll keep.
@gill mchlachlan
this is great, fresh stuff and I would spend less time piling on the hate and go do something notable yourself. You know who you are and God help you if you ever do enough to warrant praise let alone critiscism. Pathetic waste of your talent to be so poisonous.
Nothing motivating there. Cookie cutter nonsense.
Nice angle of approach. Well done guys.
Makes you feel good, so you eat their biscuit and suddenly it’s the best tasting biscuit in the world? Bollocks.
I miss the point about feeling good, and making something else taste good.
….or, their feeling so great that even those average biscuits now taste good?
seems like the link is “it feels so good”. Don’ think this ad makes me feel so good to give blood. And I’m already a donor.
….is it that ‘even the worst thing will now be seen as amazing because I’ve given blood???’
this execution leaves too many questions to answer.
Im usually a supporter of Cummins and love the work they do… but i just reckon this ad is really really boring. Maybe the core idea isnt so bad… but it lost the magic between idea and execution.
So many losers out there… have fun with your bitter lives bitches.
I donate a lot. So I eat a lot of biscuits, sausage rolls, lollies, cheese and crackers, mars bars, or whatever they’ve got. It’s very satisfying to stuff your face after you’ve given a pint of blood. And a damn good reason to donate. I really like this. Just wish they’d talked about more than the biscuit. It’s more than that. In Adelaide you used to get offered a beer afterwards.