NZ Blood Service: Unseen Emergencies

New Zealand has endured many high-profile emergencies in recent years, from the Christchurch Mosque attacks to the more recent Whakaari White Island eruption, each one playing out across local and international news platforms.
In the face of tragedy, Kiwis are overwhelmingly responsive, inundating the NZ Blood Service with offers to donate blood or plasma. But, the reality is 83 New Zealanders per day will experience an unseen emergency and need lifesaving donations. A trip to the dentist, pregnancy and giving birth, or a nosebleed can all end in a life-threatening emergency.

The new brand campaign - Unseen Emergencies - focuses on life-threatening scenarios faced by Kiwis every day, each story inspired by a real medical emergency. Launched during the most-watched hour of television –1 News at 6pm – the series of short films bring viewers into the centre of five unseen emergencies as they take place across New Zealand, ending with the rallying cry for support – Don't wait to save a life.

Every New Zealander may need blood or plasma at some point in their lifetime, but less than 4% of eligible Kiwi adults actively donate. Research has shown that we understand the need, but it has to feel closer to home. So, to turn apathy into action, we used print to highlight everyday, often mundane scenarios that have resulted in a need for lifesaving blood or plasma.

With at least 30,000 more donors needed in the next year to meet demand, the campaign is asking all eligible Kiwis to show up for the unseen emergencies, as well as the highly visible ones, because 83 Kiwis need our help every single day.