The Blood Box campaign was developed at M&C Saatchi, Sydney, by creative director/copywriter Dave King, art directors Max Landrak and Gavin McLeod.
The Blood Box campaign won two Bronze Lions at the Cannes International Advertising Festival in 2006, one for the blood box and one for the poster. In the brief provided for the festival, M&C Saatchi explained that Red Cross Australia had asked them to find a way to increase the number of students donating blood in Australia. Most charities ask for money. While a large number of young people want to help worthy causes, they simply don’t have enough money to help everyone. M&C Saatchi chose to highlight to these people that they could still do a world of good without giving money. In Australia, a donation box is a typical means that charities ask for money. M&C Saatchi simply chose to put a twist on this by producing actual donation boxes, not containing money, but containing blood. After all, money isn’t everything.