WHAT MAKES

YOU BLEED

Lifeblood x National Gallery of Victoria Australia

WHAT MAKES

YOU BLEED

Lifeblood x National Gallery of Victoria Australia

Only 3% of Australians donate blood. 

Lifeblood Australia needed to uncover the emotional driver for donations. This instillation, made in collaboration with the Gallery, served as a real-time survey, one that triggered different emotions so we could find out which feeling would motivate people to give blood the most. Would it be ‘joy’, ‘anger’, ‘sadness’, ‘fear’ or ‘disgust’?

Only 3% of Australians donate blood. 

Lifeblood Australia needed to uncover the emotional driver for donations. This instillation, made in collaboration with the Gallery, served as a real-time survey, one that triggered different emotions so we could find out which feeling would motivate people to give blood the most. Would it be ‘joy’, ‘anger’, ‘sadness’, ‘fear’ or ‘disgust’?

Lifeblood Case Study

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  • Vogue
    Making an instant impact with a wall of blood bags.

    The Australian
    Leo’s blood drive campaign scoops top art prize.

    Mumbrella
    A real time experiment to uncover what makes you donate.

    NGV
    Testing the power of creativity to evoke emotion and motivate action.

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