YoungShand Tells Stories of Real 'Unseen' Medical Emergencies for the NZ Blood Service

In recent years, New Zealand has endured many high-profile emergencies as a nation, from the Christchurch Mosque attacks to the more recent Whakaari White Island eruption. With up-to-the-minute updates across local and international news platforms, these emergencies galvanise us to take action.

In the face of tragedy, Kiwis are overwhelmingly responsive, inundating the NZ Blood Service with offers to donate blood or plasma. But, the reality is 83 New Zealanders per day will experience an unseen emergency and need lifesaving donations. A trip to the dentist, pregnancy and giving birth, or a nosebleed can all end in a life-threatening emergency.

“New Zealanders are amazing at coming together during a national crisis,” says Asuka Burge, National Marketing and Communications Manager, NZ Blood Service. 

“During times like Whakaari White Island or the Christchurch Mosque attacks, we’re always amazed by the offers to donate blood or plasma. But the reality is, we need people to commit to ongoing, regular donations to meet demands.”

The new brand campaign – Unseen Emergencies – focuses on life-threatening scenarios faced by Kiwis, each story inspired by a real medical emergency. Launching during the most-watched hour of television – One News at 6pm – the series of short films bring viewers into the centre of five unseen emergencies as they take place across Aotearoa, ending with the rallying cry for support – Don’t wait to save a life.

At some point in their lifetime, every New Zealander may need blood or plasma, but less than 4% of eligible Kiwi adults actively donate. Research has shown that we understand the need, but the evidence shows that it has to feel closer to home. To turn apathy into action, the new campaign aims to shine a light on unseen emergencies, inspiring New Zealanders to donate regardless of whether an emergency makes the news.

“Through the use of real unseen emergencies, we want to reiterate the importance of donors committing to ongoing, regular donations, not just when a story hits the news,” says Anne Boothroyd, ECD, YoungShand.

“Because when we face our own unseen emergency, we’re relying on the generosity of someone else to save our life – it could happen to any of us.”

With at least 30,000 more donors needed in the next year to meet the demand for blood and plasma, the campaign is asking all eligible Kiwis to show up for the unseen emergencies, as well as the highly visible ones, because 83 Kiwis need our help every single day.

“Our long-standing partners, NZ Blood Service, helped us to unearth the data and real stories that inspired the campaign. Delivered through our integrated Strategy, Creative, Media and Tech teams, the news takeover is supported by a mix of outdoor, digital, social, radio and ongoing TV. The whole project was made possible with the help of production partners, Film Construction and Radiate,” says Emma Dalton, GM, YoungShand.