NZ BLOOD - NATIONAL PLASMA CAMPAIGN

Plasma is the golden liquid that makes up more than half of our blood. It is one of the most valuable gifts you can give. It can be used to create up to 11 lifesaving products and can help treat up to 50 illnesses like cancer, kidney disease, liver failure and severe burns. It’s a precious commodity. The thing is, not many potential donors know this. NZ Blood proposed to create a national plasma campaign to raise awareness of plasma donation and encourage more people to donate it. The campaign featured real plasma donors from across the country rolling up their sleeves to support the cause. When someone is diagnosed with one of these conditions the path to recovery and living with their new normal seems to begin at that moment. But the truth is, because they rely on a plasma donation to treat and manage their condition, the journey to recovery actually begins before diagnosis, with a kind and community-minded plasma donor who knew their help would be needed. By spotlighting real donors and the people they help, the campaign celebrated the quiet generosity of donors across New Zealand. The campaign appeared across outdoor, print, digital, radio and social media.