M&C Saatchi wins Lifeblood creative pitch
Australian Red Cross Lifeblood has appointed M&C Saatchi as its creative behaviour change agency following a competitive pitch process.
With one in three Aussies needing blood or blood products in their lifetime, Australian Red Cross Lifeblood works to provide blood, plasma, transplantation and biological products across the country.
M&C Saatchi will help the organisation drive a deeper commitment to blood donation in Australia, via creative, behavioural change campaigns.
“Donors, new and existing, are our Lifeblood – without them, we can’t deliver the critical services that impact Australians’ health outcomes,” said Jeremy Weiss, director of marketing at Australian Red Cross Lifeblood.
“Throughout the process, M&C Saatchi demonstrated outstanding understanding of the necessary behaviour change; to build an emotional connection to our brand and inspire those to act.
“Their breadth of specialist capability, experience, and team model positions them to deliver effectively. In every session, we gained a great sense of their culture and values.
“We’re excited about the potential of our partnership and the positive impact we can achieve together.”
M&C Saatchi’s chief executive, Michael McEwan, said while most people agree with the premise of blood donations, more need to act.
“There are motivations to be found, myths to bust and barriers to overcome to shift that positive change in behaviour,” he said.
“Attracting 100,000+ new biological donors each and every year is a well-defined mission and one that requires each of our specialist capabilities and the team at Lifeblood to rally behind. We have co-created a diverse team of talented and passionate people to achieve this mission.”
Executive creative director at the agency, Emma Robbins, added: “There is a beautiful simplicity and emotion at the heart of Lifeblood, and that’s ‘Life’.
“Working off that simple truth is a powerful starting point for our collective team. We are very much up for the challenge of helping fellow Australians experience the powerful emotion of becoming a donor. What a wonderful thing to be a part of.”
The appointment is effective immediately, with new work set to launch before the end of the year.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australian Red Cross
Australian red cross lifeblood
behaviour change
creative
Emma Robbins
Jeremy Weiss
Lifeblood
M&C Saatchi
Michael McEwan
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