New Zealand Blood Service: Filling the world’s biggest reserve bench


Currently less than 4% of New Zealanders are registered to donate blood, and it’s not enough. In August 2019, The New Zealand Blood Service embarked on its largest ever recruitment drive. With the support of rugby icon Sir Graham Henry, himself a former blood donor, the call went out to Kiwis to join the world’s biggest reserve bench and register to donate. Our job was to leverage the campaign with earned media and influencer support.

Our approach

To give the creative campaign ‘life’ beyond paid media, we sought to by maximise earned media opportunities through a high value partnership, and sign-up further support through like-minded organisations, corporate partners and individuals. Our goal was to launch the campaign with a national bang and then continue to drive momentum with regional stories highlighting the true life-saving value of blood donation.


  • Network secured Mediaworks as the campaign’s earned media partner.
  • The campaign was launched on Prime News and Newshub 6pm News, followed immediately by a story on The Project. The trifecta was completed the following morning on The AM Show.
  • Earned media stories featured across the broadcast and print spectrum including Radio Sport, New Zealand Herald, Magic Talk, New Zealand Woman’s Weekly and M2 Magazine.
  • 50+ media clips were secured during the campaign period with consistent use of key themes, key messaging and calls to action to join the World’s Biggest Reserve Bench.
  • In addition, Ruby Tui, Theresa Fitzpatrick, Adam Thompson, Toni Street, New World, NIB Healthcare, Eden Park and Westpac Rescue Auckland threw their support behind the campaign.