It started as a brief to alleviate the post-winter donation 'hangover' caused when repeated calls for blood in winter deplete donor numbers in spring. It became True Colours: a Mumbrella-awards recognised, multi-year initiative.

I worked with Lifeblood’s Creative Manager on a concept to collaborate with Australian artists to feature their artwork on donor bandages. The idea was that the bandages all donors have to wear following a donation became a talking point, a tool for advocacy, and something to proudly post about on social media.

Over 6 years of activity, the True Colours project increased donor retention during each separate campaign and enabled Lifeblood to collaborate with brands including Cancer Council and Movember, and artists such as Camilla Franks. David Booth, Jenny Kee and Lisa Gorman.