A Campaign to Inspire Blood Donation 

The brief: AUTHOR was engaged to create a bold, engaging brand for How Bloody Good, a campaign designed to educate Australians on the importance of blood donation and connect with communities affected by cancer. The goal was to make blood donation more approachable and encourage action through a fun and engaging identity. 

The story: When our Director’s friend was diagnosed with cancer, people asked how they could help. Unsure, he asked his nurse, who simply said: “Tell your friends to donate blood.” That moment sparked an idea. 
Determined to make a difference, our Director, Madeline, and her friend launched How Bloody Good—a campaign to encourage blood donations for LifeBlood Australia. AUTHOR developed the full brand identity, including a bespoke logo, mascot, messaging, and social strategy.  

The look: To make blood donation feel less clinical and more community-driven, we created a bright, energetic, and welcoming brand identity. The playful and positive colour palette paired with the bubble-style typography adds a sense of fun and approachability, making the campaign feel light-hearted and accessible.

The message: The messaging was crafted to create a sense of unity and encouragement, recognising both donors and those receiving blood. 

• "Let’s do some bloody good together." - A rallying call that emphasizes collective action. 

• Donors are “A Bloody Legend” - Reinforcing the impact and importance of each donation. 

• Patients are “A Bloody Trooper” – Honouring the resilience of those who rely on donated blood. 

By blending bold design, an engaging tone, and a heartfelt message, How Bloody Good transforms blood donation into a community-driven movement—one that is inspiring more Australians to roll up their sleeves and make a difference.