I used a box of doughnuts to unpack blood type compatibility, turning a complex scientific explanation into something familiar and easy to follow.
Drawing on the everyday idea of shelf life, I wrote a lesson that helped explain why blood donations need to keep coming.
The third script explored what makes O negative special, making another essential piece of blood science accessible to a broad audience.
The campaign extended across social and native placements, with longer editorial content giving curious audiences somewhere to keep learning. Each touchpoint carried the same ambition: make blood easier to understand, and its importance harder to overlook.
