Building on last year’s Effie gold-winning Unseen Emergencies platform, NZ Blood Service’s new campaign via YoungShand focuses on the “unseen goodness” that happens after people donate blood or plasma.
Featuring the same scenarios of last year’s campaign, but from the donor’s angle, the campaign shows the moment their blood or plasma is being used to save a life – when they’re entirely unaware of it.
Asuka Burge, National Manager Marketing and Communications at NZ Blood Service says they wanted to evolve the Unseen Emergencies campaign and celebrate donors.
“We love the connection between donor and recipient – they may never meet, but it’s an incredibly personal and powerful relationship. We’re thrilled with the humanity and simplicity of the work.”
Corey Chalmers, Executive Creative Director at YoungShand says blood donors get an app notification when their blood is used to save a life and this was what drove the campaign.
“[Y]ou’re saving a life probably at a time you’re not even noticing it. It was fun to bring that truth to life, with the sensitive, classy storytelling of the Sweetshop’s awesome Zoe McIntosh.”
Emma Dalton, General Manager at YoungShand says it is exciting to launch the new campaign following the Effies success of the Unseen Emergencies campaign that worked hard to shake Kiwis from their apathy.
“Donating blood or plasma really is the easiest way to save a life, so easy, you can be saving a life whilst you’re grocery shopping. These emergencies happen every day so we need to make sure we are donating regularly.”
The campaign launched Sunday 30th Oct on national TV, social, radio and outdoor.
Credits:
NZBlood Service: Asuka Burge, Liesa Hurn Agency: YoungShand
Film Partner: Sweetshop
Director: Zoe McIntosh
Producer: Annelise Yarrell
Sound Editor: Craig Matuschka, Liquid Studios Photography: Simeon Patience, Collective Force
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