Australian Red Cross Blood Service Film WE GAVE BLOOD by BMF Australia

WE GAVE BLOOD

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Industry Charities, Foundations, Volunteers
Media Film
Market Australia
Agency BMF Australia
Director Ben Lawrence
Executive Creative Director Barry Stewart At Sound Reservoir
Creative Director Warren Brown
Art Director Andrew Ostrom
Copywriter Andrew Petch
Producer Emma Lawrence
Account Supervisor Melissa Chew
Editor Stuart Morley @ Karl Marks
Released June 2004

Awards

Cannes Lions 2005
Film Fundraising & Appeals Bronze Lion

Credits & Description

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.
Philosophy/Solution
Using a real 'live' blood box, we mailed 30 media buyers showing them our unconventional approach.
Results
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%
Title "We Gave Blood"
Agency BMF
City Pyrmont
Production Company: Caravan Pictures
Advertiser Red Cross
Brand Name Australian Red Cross Blood Service
Business Sector Blood/Organ Donation
Market Australia
Country of Production Australia
Language English
Type Television & Cinema
Creative Director Warren Brown
Creative Team Andrew Ostrom, Andrew Petch
Director Ben Lawrence
Producer Emma Lawrence
Agency Producer Mandy Payne