Lifeblood needed a hook to attract football fans’ attention to the Swans’ all-white sponsored player jerseys in support of their partnership, as well as an effective campaign to boost donations during the typically tough winter months.

With just two days to develop the concept, I wrote a winning idea that launched the campaign successfully across Gather Round game day assets, media coverage and outdoor media for an audience of over 2 million. The secondary message of ‘footy season is donation season’ was picked by Channel 7 and used as a hook during match-day coverage.

Brand tracking showed 1 in 4 people were more likely to donate having seen the campaign.