A real-time experiment in the National Gallery of Victoria to find out which emotion will get people to donate more blood.
Only 3% of Australians donate blood. We wanted to find out why.
So, we created a real-time exhibition in the National gallery of Victoria. One that triggered different emotions so we could find out which feeling would motivate people to give blood most. Would it be ‘joy’, ‘anger’, ‘sadness’, ‘fear’ or ‘disgust’?
Visitors could vote via QR code on which piece moved them most, arming Aussie blood donation service, Lifeblood with new data on how best to convert Aussies into blood donors.
FEATURED ON
FEAR // Street Furniture
To motivate using FEAR, we created a digital screen that demonstrated the terrifying reality of what happens when our community runs out of blood.
As the blood levels drop, the consequences become more extreme.
DISGUST // Film
To motivate using DISGUST, we created a funny, yet disturbing film that documented the story of a niche pair of ‘blood drinkers’.
Demonstrating a disgusting alternative way to share a pint of blood with someone.
JOY // Social Media
Using JOY as our motivator, we created a social media film that used the true story of a blood donor David - whose blood has helped save millions of babies lives - as an example of the wonderful impact your blood donations can have.
SADNESS // Billboard
To motivate using SADNESS, we created a billboard filled with heartbreaking stories of loss written on empty blood bags.
Demonstrating how donating blood gives people more time with their loved ones.
ANGER // Street Posters
To motivate using ANGER, we created street posters that showed how some of the worst groups of people in Australia have greater numbers than blood donors do. And that should make your blood boil.
SURPRISE // Screen
And finally, SURPRISE! We showed the voting results in real time based on which QR codes people had scanned the most.
AWARDS
Austalias’s Highest Design Accolade
D&AD Wood Pencil / Spatial Design
Caples / Healthcare