Cookie Monster and celebrity chefs urge people to give blood in campaign focussing on a biscuit
The Australian Red Cross Blood Service has used celebrity chefs and the Cookie Monster in its new campaign to get people to give blood which focuses on the biscuit people receive at the end of the process.
The new campaign, from Cummins & Partners, aims to motivate more people to follow through on giving blood, and uses celebrity chefs Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté describing how it is the most satisfying thing you will ever eat.
https://youtu.be/G8ENQQ1LK9M
The ad, which features each of the chefs munching the biscuit, then shows Cookie Monster from Sesame Street enjoying one.
Well done Cummins!
To resist doom and gloom and go for affirmation is great.
I want to donate
Big statement that you definitely save three lives for donating blood as opposed to may or can?
Exceptional thinking and execution. Like it a lot.
If this registers any more than a mere blip on the donation numbers than any previous campaign with the same media spend then I will be surprised.
Hi o- how many lives is a meer blip worth. 1, 2, 10, 100? This is a beautiful campaign that gets people thinking differently about giving blood. I want a biscuit.
Brilliant.
#Cookies nom nom nom !
At around 30,000 donations a week, more than a blip is needed to keep the blood flowing. A campaign for behavioural change must generate more than a blip!
As per my previous comment, I unfortunately do not believe it is enough to get a non/new donor through the door for the first time. Time will however tell if this platform gets these people thinking differently about giving blood.
And beauty is obviously in the eye of the beholder.
[Edited by Mumbrella]
Adam is a “Consumer psychiatrist”?? WTF?
Hi Now,
Thanks for flagging – changed to his proper qualification now.
Cheers,
Alex – editor, Mumbrella
Simple idea, well executed.
How much blood is needed in hospitals to treat people who are obese?
Cookies are full of sugar and we know what lots of sugar can do to people.
How about, instead of using sugar to attract more blood donations, we use real role models to encourage us to eat healthy foods. Then we will not need as many blood donations.
Pffft, like that is going to happen. We will just continue to kick the can down the road. Humans, pffft.