‘Bloody Oath’ is a nationwide initiative by the Australian Red Cross Lifeblood, urging Australians from all backgrounds and walks of life to make a pledge to become regular blood donors.

With Covid lockdowns creating greater barriers to donation (and to filming, which was done remotely in Sydney), it became more important than ever to build a community of blood donors to take the “bloody oath” and save lives.

The campaign, created with Leo Burnett, ran across all social platforms, BVOD & OOH. Due to its success, its run was extended for a further 12 months.

What we delivered 
Social Videos
BVOD TVC & Bumpers
OOH
Stills