Blood and peace: Lynx and the Australian Red Cross Blood Service join forces

Deodorant brand Lynx and the Australian Red Cross are the most unlikely of bedfellows, however, they appear to be a well suited match as part of Lynx’s global ‘Make Love Not War’ campaign.

The campaign first aired during the Super Bowl, with the Australian arm of the initiative has asked Australian guys to make the ultimate demonstration of love: a blood donation in the name of peace as part of the partnership with the Australian Red Cross Blood Service.

Called ‘Love Is In Your Blood’, the activation promotes the new Lynx Peace range and aims to get 85,000 Australians to pledge to donate their blood to help save 100,000 lives – enough to fill the MCG.

Unilever marketing director Jon McCarthy says, “More so than ever young people care deeply for the future, and it is the purpose of brands with large scale and reach to be a force for positive social change. Make Love Not War is a powerful and timely message and a brand like Lynx can deliver this in a surprising and engaging way to young people. Lynx has always stood for bringing people together in the name of love, and in partnership with the Australian Red Cross Blood Service we want to give people the chance to make a selfless expression of love and donate blood.”

The activation is a collaboration between communications agencies Soap Creative, Mindshare and Adhesive PR. The launch film features Wallabies player and Lynx Peace ambassador Adam Ashley-Cooper. Check it out below.

The integrated campaign includes digital display, mobile, PR, social media and real world activation events. Artist Bobby Haiqalsyah has also designed a unique mural for the activation, which is being used for a street poster campaign and on special ‘peace sleeves’ that are being distributed via mobile blood banks.

Soap Creative ECD Ashadi Hopper says, “Australia needs 27,000 volunteer donors every week to keep up with demand, and young guys make ideal donors. ‘Love Is In Your Blood’ is a powerful message, appealing to guys to actively support a good cause. It’s fantastic that Lynx is mobilising its fans into a positive force.”

You can make your pledge to give blood now at LynxPeace.com.au