Due to their ability to donate lifesaving platelets, young male donors have always been a priority for the Australian Red Cross Blood Service. Yet they have historically been hard to attract, given the fact that a man's prime donation age also happens to coincide with a busy life period, where they are often focused on career, travel or study.

To do this, we needed a strong reason for them to put their self interest aside and get male donors to something for someone else.

Our brief was therefore to identify young donors (with a skew to male) who had never given blood before, and find a new way to reach them.

Unlike many other countries, in Australia, blood donors are not paid or incentivized. That means, in order to generate a successful donation, you're essentially convincing someone to undergo an uncomfortable medical procedure, with zero health benefit to themselves.

1 in 6 women will need blood at some point during pregnancy. And right there beside most of these women, there is a nervous partner, wishing they could do something to help.

So we decided to launch a brand new initiative, She Gives Birth, You Give Blood, targeting men at a time in their life when they felt most hopeless – when their partner is pregnant.

By partnering with the Australian College of Obstetrician and Gynecologists, as well as the Australian College Of Midwives, we asked influential medical professionals to recruit new blood donors with a simple message – that giving blood is the most powerful way to help out during pregnancy.

The trope of the useless partner of a pregnant woman is a well known one. But

after researching a number of expectant couples, we found that in most circumstances, the partner took their responsibility as a carer very seriously. Even more important to them was their relationship with their Obstetrician/Midwife, whose instructions they followed diligently, with most partners attending all appointments as well as optional birthing glasses and information sessions.

Clearly, these partners were desperate to help in any way they could.

Our strategy was therefore to convince these trusted obstetricians and midwives to deliver a simple call to action to partners – when she gives birth, you give blood. We also asked them to incorporate blood donation into their standard pregnancy schedule. Conveniently, The Australian Red Cross Blood Service allows donors to give once every 3 months – or in this case – once per trimester.

She Gives Birth, You Give Blood was rolled out in two distinct phases.

First, we launched a highly targeted direct marketing campaign aimed at Obstetrician and Midwife clinics. This involved advertising in industry journals and medical conferences, as well as email marketing. Those who were interested could apply to receive an information pack that included posters and a brochure for their clinics.

Once the midwifes and OBs were on board, we then launched a social media campaign on Mother’s Day, recruiting influencers and releasing a documentary style film that focused on several expectant couples.

A online hub was also set up that gave couples further information about the initiative.

So far, over 250 Australian Obstetricians and Midwives have signed up to the program.

That's over 20% of all registered practitioners in Australia, with more joining every day.

The program has been adopted by the official Royal Australian And New Zealand College Of Obstetricians and Gynocologists, as well as the Australian College of Midwives.

Each of these organisations have begun actively recommending blood donation as a part of pregnancy, giving partners a new role in pregnancy, and changing their behaviour from helpless to helpful.

Of all the blood collected in Australia, 4% is used for childbirth and pregnancy. In its first month, She Gives Birth, You Give Blood contributed to 6% of all online blood donation appointments.

Many hospitals and general medical clinics have also begun adopting the program, with plans to take the initiative to global Red Cross Blood Service organisations.