The Australian Red Cross taps sci-fi

6 March 2018

Creative Agency: Cummins&Partners
Media Agency: Cummins&Partners

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The meaning of life is 42, as any fan of The Hitchhiker’s Guide to the Galaxy will know. But it's also key when you give blood.

Douglas Adams wrote that the number 42 is “the answer to the great question of life, the universe and everything” in sci-fi novel The Hitchhiker’s Guide to the Galaxy.

But 42 what?

The latest campaign for the blood service created by Cummins&Partners aims to answer the question once and for all.

It takes just 42 days for a blood donation to get to someone in need and save a life.

Samantha Bartlett, marketing director at the Australian Red Cross Blood Service says: “Most Australians are aware that giving blood is a good thing to do, but what they might not know is that their donation has a finite shelf-life. From the moment they donate, it has just 42 days to get to someone in need. It’s why we don’t just need people to donate today; we need them to donate regularly.”

Tom Ward, chief strategy officer at Cummins&Partners says: “We’re not sure whether Douglas Adams was a blood donor or not, but the fact that 42 also happens to be the exact shelf life of a blood donation is either a coincidence of galactic proportions, or the answer we’ve all been searching for. It’s also a great way to educate Australians about the perishable nature of blood, and encourage them to make regular donations.”

Cummins&Partners handled creative and media for the campaign.

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