To encourage university students to donate blood, we had to target them where they're at home - on campus. And talk to them in a way that would resonate.
We suggested they'd probably done something they shouldn't have and gave them a way to make up for it - 'Recharge your karma by giving blood'.
We kidnapped the mascot of the University of Queensland and used social media to generate intrigue. We encouraged the 'culprits' to own up to the prank and recharge their karma. We then followed up the stunt and social activity with an outdoor campaign.
Results were fantastic - appointments were way above target thanks to the campaign and Blood Service even had to send an extra donating bus to meet demand. The campaign is now being rolled out nationally.