1 in 3 Australians will need a blood transfusion in their lifetimes, yet only 3% of the country’s population donates. So, to inspire donations we showed off blood donors as the heroes they indeed are by showing they’re the lifeblood of their communities. Street-cast using only blood donors with little (if any) previous acting experience the spot looked to showcase the diversity of existing donors as a means to appeal to the wider Australian public and break the stereotypes around what people think blood donors look like. By taking this authentic and community-focused approach the campaign has been a huge success with donations, new donors and all types of brand metrics up since the campaign started.