Bloody Oath’ is a nationwide initiative by the Australian Red Cross Lifeblood, encouraging Australians from all backgrounds to pledge to become regular blood donors. By creating a sense of community and urgency, the campaign inspires ongoing participation and life-saving action.

With COVID lockdowns creating additional barriers to donation and requiring remote filming in Sydney, it became more important than ever to engage Australians digitally and foster a committed donor community.

Partnering with Leo Burnett, the Bloody Oath campaign ran across social media, BVOD, and out-of-home (OOH) advertising, using engaging visuals, bold messaging, and authentic stories to motivate action. Due to its success, the campaign was extended for a further 12 months, reaching even more Australians and increasing donor participation.

What we delivered 

• Social Videos

• BVOD TVC & Bumpers

• Out-of-Home (OOH) Advertising

• Photography / Stills