SHE GIVES BIRTH, YOU GIVE BLOOD

TitleSHE GIVES BIRTH, YOU GIVE BLOOD
BrandTHE AUSTRALIAN RED CROSS BLOOD SERVICE
Product / ServiceTHE AUSTRALIAN RED CROSS BLOOD SERVICE
CategoryA10. Not-for-profit / Charity / Government
EntrantCUMMINS & PARTNERS Melbourne, AUSTRALIA
Idea Creation CUMMINS & PARTNERS Melbourne, AUSTRALIA
Production BUDDY FILMS Sydney, AUSTRALIA

Credits

Name Company Position
Doogie Chapman Cummins&Partners Creative Director
Adam Slater Cummins&Partners Associate Creative Director
Connor Beaver Cummins&Partners Senior Art Director
Cam McMillan Cummins&Partners Senior Art Director
Chris Moore Cummins&Partners Head of Broadcast Production
Karley Cameron Cummins&Partners Agency Producer
Jesse Richards Cummins&Partners Editor
James Bennett Cummins&Partners Planner
Sally Kingi Cummins&Partners Account Director
Kara Brumfit Cummins&Partners Account Manager
Johnny Corpuz Cummins&Partners Strategist
Will Millar Cummins&Partners Planning Manager
Harry Sanna Buddy Films Director
Jordan Maddocks Buddy Films DOP
Mandy Payne Buddy Films Producer

Why is this work relevant for Direct?

We created a world-first program that convinced over 200 Obstetricians and Midwifes to recommend blood donation as a key part of the pregnancy process.

Background

Due to their ability to donate platelets, young male donors have always been a priority for the Australian Red Cross Blood Service. Yet they have historically been hard to attract, given the fact that a man's prime donation age also happens to coincide with a busy life period, where they are often focused on career, travel or study. Unlike many other countries, in Australia, blood donors are not paid or incentivized. That means, in order to generate a successful donation, you're essentially convincing someone to undergo an uncomfortable medical procedure, with zero health benefit to themselves. To do this, we needed a strong reason for them to put their self interest aside and get male donors to something for someone else. Our brief was therefore to identify young donors (with a skew to male) who had never given blood before, and find a new way to reach them.

Describe the creative idea (30% of vote)

1 in 6 women will need blood at some point during pregnancy. And right there beside most of these women, there is a nervous partner, wishing they could do something to help. So we decided to launch a brand new initiative, She Gives Birth, You Give Blood, targeting men at a time in their life when they felt most hopeless – when their partner is pregnant. By partnering with the Australian College of Obstetrician and Gynecologists, as well as the Australian College Of Midwives, we asked influential medical professionals to recruit new blood donors with a simple message – that giving blood is the most powerful way to help out during pregnancy.

Describe the strategy (20% of vote)

The trope of the useless partner of a pregnant woman is a well known one. But after researching a number of expectant couples, we found that in most circumstances, the partner took their responsibility as a carer very seriously. Even more important to them was their relationship with their Obstetrician/Midwife, whose instructions they followed diligently, with most partners attending all appointments as well as optional birthing glasses and information sessions. Clearly, these partners were desperate to help in any way they could. Our strategy was therefore to convince these trusted obstetricians and midwives to deliver a simple call to action to partners – when she gives birth, you give blood. We also asked them to incorporate blood donation into their standard pregnancy schedule. Conveniently, The Australian Red Cross Blood Service allows donors to give once every 3 months – or in this case – once per trimester.

Describe the execution (20% of vote)

She Gives Birth, You Give Blood was rolled out in two distinct phases. First, we launched a highly targeted direct marketing campaign aimed at Obstetrician and Midwife clinics. This involved advertising in industry journals and medical conferences, as well as email marketing. Those who were interested could apply to receive an information pack that included posters and a brochure for their clinics. Once the midwifes and OBs were on board, we then launched a social media campaign on Mother’s Day, recruiting influencers and releasing a documentary style film that focused on several expectant couples. A online hub was also set up that gave couples further information about the initiative.

List the results (30% of vote)

So far, over 250 Australian Obstetricians and Midwives have signed up to the program. That's over 20% of all registered practitioners in Australia, with more joining every day. Each of these practitioners have begun actively recommending blood donation to their clients, with many placing pamphlets and information in their waiting rooms.

Links

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