AUCKLAND, Friday: The NZ Blood Service and Ponsonby indie YoungShand have crafted a blood-donation campaign, designed to help those in need at times of civil emergency.
Blood Service comms manager Asuka Burge said: “In the face of tragedy, Kiwis are overwhelmingly responsive, inundating the Blood Service with offers to donate blood or plasma.
“But, the reality is 83 New Zealanders per day will experience an unseen emergency and need lifesaving donations. A trip to the dentist, pregnancy and giving birth, or a nosebleed can all end in a life-threatening emergency.
“In recent years, we’ve endured many high-profile emergencies as a nation, from the Christchurch mosque attacks to the more recent Whakaari White Island eruption.
“New Zealanders are amazing at coming together during a national crisis. During times like Whakaari White Island or the mosque attacks, we’re always amazed by the offers to donate blood or plasma.
“But the reality is, we need people to commit to ongoing, regular donations to meet demands.”
“The new brand campaign, Unseen Emergencies, focuses on life-threatening scenarios – each story inspired by a real medical emergency.
“Launching during the most-watched hour of television –1 News at 6pm – the series of short films bring viewers into the centre of five unseen emergencies as they take place across Aotearoa, ending with the rallying cry for support – Don’t wait to save a life!
“It’s important that donors commit to ongoing, regular donations – not just when a story hits the news.”
“The whole project was made possible with the help of production partners, Film Construction and Radiate.”
“At some point in their lifetime, every New Zealander may need blood or plasma, but fewer than 4% of eligible Kiwi adults actively donate. Research has shown that we understand the need, but the evidence shows that it has to feel closer to home.
“To turn apathy into action, the new campaign aims to shine a light on unseen emergencies, inspiring New Zealanders to donate regardless of whether an emergency makes the news.”
YoungShand ECD Anne Boothroyd said: “Through the use of real unseen emergencies, we want to reiterate the importance of donors committing to ongoing, regular donations, not just when a story hits the news.
“Because when we face our own unseen emergency, we’re relying on the generosity of someone else to save our life – it could happen to any of us.
“With at least 30,000 more donors needed in the next year to meet the demand for blood and plasma, the campaign is asking all eligible Kiwis to show up for the unseen emergencies, as well as the highly visible ones, because 83 Kiwis need our help every single day.”
YoungShand GM Emma Dalton said: “Our long-standing partners, NZ Blood Service, helped us to unearth the data and real stories that inspired the campaign.
“Delivered through our integrated strategy, creative, media and tech teams, the news takeover is supported by a mix of outdoor, digital, social, radio and ongoing TV.”
The whole project was made possible with the help of production partners, Film Construction and Radiate.”
- View the full campaign here
Smartarse headings!
This is a rewrite of a story we ran on Friday – a story we got horribly wrong (calling for cash donations, where the true focus was blood donations). “Too much time creating smartarse headings,” Ed reckons.
CREDITS
Agency: YoungShand
ECD: Anne Boothroyd
CD: Scott Maddox
Art Director: Jack Wadham
Copywriter: Karla Tarr
Designer: Elliot Oxborough
Senior Designer: Ryan Overeem
General Manager: Emma Dalton
Campaign Public Relations: Rebecca Lawson
Senior Account Director: Clare McCracken
Account Manager: Jayden Lam
Strategy & Experience Director: Ryan Sproull
Senior Planner: Marie-Claire Manson
Production Director: Nigel Sutton
Executive Digital Producer: Kat Cox
Digital Producer: Ben Marriott
Head of Media: Andrea Long
Digital Strategist: Chris Kalkandis
Media Planner/Buyer: Janelle Fernandes
Media Executive: Aidyn Lin
Digital Campaign Manager: Codie Vincent
Digital Campaign Exec: Mady Johnson
Client: NZ Blood Service
National Marketing & Communications Manager: Asuka Burge
Marketing Services Manager: Irene van Schalkwyk
Marketing Coordinator: Holly Frankham
Marketing Coordinator: Nephi Arthur
Marketing Communications Advisor: Francesca Chan
Production Company: Film Construction
Director: Perry Bradley
Producer: Leah Oram
Executive Producer: Belinda Bradley
Post Production: Radiate
Editor: Alex O’Shaughnessy
Grade: Pete Ritchie
Sound Design: David Liversidge
Photographer: Belinda Bradley
Retoucher: Kevin Hyde
Network Communication MD: Sandy Trigg
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