RED CROSS x LIFE BLOOD

Content strategy, messaging refinement, digital support plan, and content execution management

Westfield partnered with Australian Red Cross Lifeblood to present The Most Magical Gift Shop, encouraging Sydneysiders to embrace the spirit of giving by becoming blood donors this Christmas. Recognising the critical need for blood donations during the festive season, we created a pop-up donation centre at Westfield Sydney, offering customers the convenience of doing their Christmas shopping while also donating life-saving blood in one location.

While the pop-up was exclusive to Westfield Sydney, I saw an opportunity to amplify the campaign’s message and raise awareness of blood donation across Australia. The content strategy included:

A featured article on the Westfield Sydney website (and nearby centres) to inform customers about the pop-up, what to expect and educating them about the critical need for blood donations, with a call-to-action directing them to the Red Cross Lifeblood website to register and book a donation appointment.

An article shared across Westfield’s websites nationally (excluding Sydney and its nearby centres) aimed at educating customers about the critical need for blood donations and share the positive impact they have had on real recipients and their families, as well as a list of local donation centres in each state to encourage donations across Australia.

Weekly inclusion of the campaign in eDMs, reaching Westfield’s broad customer base and further promoting the blood donation message.

Social media posts highlighting impactful stories and quotes from recipients, bringing a human element to the campaign and emphasising the life-changing impact of blood donation.

This multi-channel approach helped raise awareness, extend the campaign's reach beyond Sydney, and encourage meaningful action towards blood donation across Australia.