Using a real ‘live’ blood box, we mailed 30 media buyers showing them our unconventional approach to the problem. Namely that in the commercial everyone involved rolled up their sleeve to give blood.

Two TV channels agreed to run the commercials free of charge – an extraordinary Aus$1,537,000 of free media. When the ads ran, the national increase in calls went up 87%, and the increase in registrations to donateblood.com.au increased 848%.