I was copywriter on a full-funnel campaign created in-house by the Lifeblood studio with plasma recipient and gold medallist Michael Klim.

At the time, only 63% of the general public knew you could donate plasma, a powerful part of blood, with Lifeblood. Yet, Australia needed more donations of plasma than blood. Lifeblood had to make more people aware of the power of — and constant need for — plasma.

Even though we developed the campaign on a minimal budget it still put in a gold medal performance. Brand tracking research showed the campaign was the highest performing for campaign recognition, likeability and likelihood to donate out of all campaigns in market (and several historical ones created by advertising agencies with large budgets).

Non-donors who knew about the campaign were 1.4 times more likely to be highly motivated to give blood and 1.8 times more likely to be highly motivated to give plasma.