The Red Cross hopes the initiative eventually becomes an integral part of the pregnancy process.
The Australian Red Cross Blood Service and Cummins&Partners have launched a new initiative, “She Gives Birth, You Give Blood”, designed to encourage partners of pregnant women to show their support by becoming regular blood donors.
The nationwide initiative already has the support of some of Australia’s leading midwives and obstetricians, who will be able to provide information to expecting couples about the importance of blood during pregnancy.
As well as creative duties, Cummins&Partners are also handling the media rollout, engaging celebrity influencers, partnering with women’s media site Mamamia and seeding a series of online films designed to educate expecting partners.
"One in five women will need blood at some point during their pregnancy. Yet only 1 in 30 Australians currently give blood. To continue to collect enough blood to support these women, we need regular donations. So we decided to ask the people who care about them the most – their partners," Australian Red Cross Blood Services head of integrated marketing communication Jude Leon says.
“We love working with the team at The Australian Red Cross Blood Service to find new and unexpected ways of engaging new donors,” Cummins&Partners associate creative director Adam Slater says.
“We know that partners would give absolutely anything for a safe and successful birth. And while driving her to appointments and giving her the occasional backrub is nice, if they really want to chip in and do something meaningful, they should really consider giving blood.”