Only 3% of Australians donate blood. We wanted to find out why, and arm blood donation service Lifeblood with new data to improve how they ask for donations.

Within the National Gallery of Victoria, we held an experiment by creating five pieces of communication across five media channels – each focused on eliciting a different human emotion. Which emotion would be most effective in motivating people to donate blood? Would it be ‘joy’, ‘anger’, ‘sadness’, ‘fear’ or ‘disgust’? 

Visitors voted via QR code on which piece moved them most, providing us with the information needed to help convert more Aussies into blood donors.

The exhibition garnered national attention, with thousands of people taking part in the experiment and recording their results. The final data was then presented to Lifeblood.