The Australian Red Cross Lifeblood's data-powered programmatic digital out-of-home campaign won Gold in Media OOH at The Drum Awards, leveraging real-time blood supply data to dynamically tailor ads, prompting eligible donors to act and significantly boosting donor centre visits and intent to sign-up.
While one in three Australians will need blood in their lifetime, only one in thirty donate. For Australian Red Cross Lifeblood, the challenge wasn’t awareness, it was action. How do you turn widespread support into people donating when it’s needed most? The answer: a data-powered programmatic digital out-of-home campaign, delivered as part of a broader omnichannel strategy.
By connecting with Lifeblood’s live Blood Supply Levels API, the campaign responded to the nation’s needs in real time. When a blood type dropped to “Low” or “Very Low” in a state, ads were instantly activated across local screens. Each message was dynamically tailored by blood type, supply level, and location, prompting eligible donors passing by to act. Once supply stabilised, the campaign automatically paused, ensuring zero media wastage.
The campaign, which commenced in May and will conclude in November 2025, has already achieved exceptional mid-campaign results, including an increase in Lifeblood donor centre visits, between the exposed and control groups of the footfall study, and an uplift in awareness and consideration of Lifeblood for the exposed Brand Lift Study respondents. Impressively, intent to sign-up surged, with a significant number of exposed respondents likely to register as a donor within the next six months.
This data-led, precision-targeted approach didn’t just build visibility; it sparked behaviour change on a national scale. By fusing technology, creativity, and purpose, the campaign redefined what digital out-of-home can achieve in public health: a channel that adapts to live needs, driving action when every drop counts.
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