Under a new brand platform, ‘Giving blood feels good’, we decided to talk about the part of giving blood that seemed as easy and everyday as possible – the humble biscuit you get after you donate.

Except we took this truth one step further and promoted it as the best biscuit you’ll ever eat. Why? Because you’ll enjoy this everyday biscuit more knowing that you’ve just saved three lives. By talking exclusively about a biscuit, something that people naturally associated with donation, we hoped to immediately change perceptions and make the act of giving blood feel a normal, everyday event.

But how would we get Australians talking about it?

To launch and laud the Blood Service’s humble biscuit, we first recruited some of Australia’s best-known celebrity chefs. Unbranded images of them, holding biscuits, were shared across their own social channels, followed by almost 1,000,000 Australians. We then added the world’s leading biscuit expert, the Cookie Monster (an Australian first), seeding an unbranded teaser video out to the Blood Service’s 160,000+ active Facebook fans, declaring he was heading to Australia for the best biscuits. This activity – garnering thousands of views, likes and comments – came at no media cost.

A week later, all 100+ Blood Service centres revealed biscuit-themed collateral. Specially packaged biscuits were presented to donors. TV, print and digital executions launched. Each chef then released individual videos talking about the biscuit on their own social channels and PR’d the campaign on TV and radio programs. Facebook and Instagram – using #save3lives – were inundated with positive posts.

Please see confidential results below.