With more than 520,000 generous donations from Australians, The Blood Service also plays a central role in the health system of Australia, and is funded almost entirely by the governments of Australia who manage the health system. The service required an advertising campaign that targeted the younger demographic of 16 to 30 year olds.
We developed a postcard idea to be distributed through paid postcard stands and handed out with mobile blood donating vans. The concept played on the life saving aspect of blood, using the Nestle brand (used with permission). The rear of the card contained a call to action and space for the user to write a message.
The postcard was extremely popular with the target audience and feedback was positive. It left a lasting impression. The initial print of the cards were distributed quickly and passed on via word of mouth.