Summary: Charity fatigue is a running theme in the world of not for profits, but sometimes money isn't actually worth anything - especially when you're in the business of blood. One donation can save three real lives, we brought this insight alive in the most arresting way possible.  

 

Problem: People are tired of giving money, seeing starving kids and seeing no tangible result from all their goodwill and support.

 

Strategy: To bring alive the single most powerful insight about blood donation that sets it dramatically apart from other not for profits: one donation can immediately save three lives.

 

Creative Idea:  In this case, money isn't important.

 

Results: These full size, real life, 'donation boxes, were custom made and situated around Australia and near to donation centres. Word of mouth and PR increased dramatically with people actively going into centres to find out more.