All Kiwis understand the need for a strong reserve bench; it’s what makes our national sporting teams such formidable opponents. The same can’t be said, however, for our blood donation reserve bench, with less than 4% of New Zealander’s currently registered as donors.

New Zealand Blood Service are the sole providers of blood and blood products to the nation’s hospitals. The country requires 3500 whole blood donations every week just to meet the current levels, which are set to increase. It was this growing demand, combined with the need to carefully manage the influx of new donors that led to the creation of the World’s Biggest Reserve Bench. A recruitment drive to get 100,000 people on the Reserve Bench, so they’re available to donate when the country needs them.

We collaborated with Sir Graham Henry, a retired blood donor and someone who knows a thing or two about a strong reserve bench, to call upon Kiwis to help him fill the most important reserve bench of his career. That’s because every 18 minutes in New Zealand, someone needs blood. For some, it’s the difference between life and death.

Directed by Abigail Greenwood of Finch, with Sound Design by Liquid Studios, viewers are invited into Sir Graham Henry’s territory of Eden Park. However, what we think is Sir Graham’s concern for our boys in black, is quickly revealed as a call to the nation to help him fill a reserve bench of a different kind.

The campaign launched through PR, fronted by Sir Graham Henry, a 60” online film and 30” TV spot. Each campaign element driving people to the landing page to sign up for the World’s Biggest Reserve Bench. Designed by our team, the landing page brings to life the campaign’s iconic red Reserve Bench, acting as a counter for how the goal of 100,000 registrations is tracking.

The recruitment drive will be further supported through a mix of digital and traditional media to keep the campaign top of mind. And Sir Graham Henry himself will keep Kiwis up-to-date with the progress of the Reserve Bench through updates on social.

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Recruiting Kiwis to help save lives

We joined forces with Sir Graham Henry to create the World’s Biggest Reserve Bench for NZ Blood Service.

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