Lifeblood
Lifeblood underwent a significant rebrand. Passionate, purpose-driven, and lots of punch.
I was hired to lead conceptual copywriting.
Lifeblood Australia is a division of the Australian Red Cross funded by the Australian governments to provide life-giving blood, plasma, transplantation, and biological products—including breast milk and microbiota donations.
Recruiting blood donors. From Brumby to Bondi.
Lifeblood travels all around Australia, recruiting new blood donors. This means that they’ve got to bring mobile and pop-up donor centres with them. I developed the out-of-home advertising to be installed when Lifeblood arrives in a new location.
Lifeblood Teams
Lifeblood Teams are organised groups of blood donors. They are naturally the best ambassadors for Lifeblood. So I developed the material for them to distribute.
The Blood Donor Journey
From booking, right through to blood donation, I wrote the automated emails, SMS and push notifications received by blood donors.
