Operation Lifeblood

Daemon Group was appointed to work collaboratively with the Australian Red Cross
Blood Service and M&C Saatchi to deliver an integrated, multi-media, awareness
raising campaign badged Operation Lifeblood, an initiative developed to increase
blood donations across Australia.

Challenge
To recruit 45,000 new blood donors across Australia
between May and July.
Strategy
To attract a broad new audience it was important to
utilise a multi-media approach that was advertising
led, supported by PR and below the line elements.
Due to the restrictions on those who are eligible to
donate blood, for example people under 16 or over
70 who are unable to donate due to age restrictions,
the primary target audience was defined as 20-40
year old men and women who were identified as
being the most likely to match the eligibility criteria.
Because of the expanse of the target market,
the geographical reach required and the short
time frames, a multi-media campaign approach,
including a mix of targeted and blanket marketing
techniques, was employed.
A national media campaign was launched at the
beginning of May through to July. Daemon Group
was responsible for creating artwork and delivering
advertising and marketing material to reach varying
internal and external audiences including:
• Badges circulated to staff
• Magic cubes circulated to supporters and the media
• HTML email including a World Cup Ticket
competition circulated to existing donors
• Folders/information packs circulated
to media organisations
• Bus advertising – nationwide
• Outdoor posters – nationwide
• DM scratch cards – nationwide
Results
The campaign recruited 34,283 new donors over
the three month period and almost 17,000 litres
of blood. Given each donation can save 3 lives,
the campaign was extremely worthwhile.

Daemon Group – Case Study 

Daemon Group – Case Study