New donor campaign seeks the blood of Australia's middle children

Australian Red Cross Lifeblood has launched a targeted campaign to encourage young Australians to donate blood, tapping into the quirks of sibling rivalry to connect with an often-overlooked group – middle children.

Created by global digital agency DEPT®, A Moment for the Middle Child was unveiled today to coincide with National Middle Child Day. The campaign focuses on middle children aged 18–30, aiming to inspire first-time and infrequent donors through playful, relatable storytelling.

Originally conceived for National Blood Donor Week, the concept found a natural fit with the August 12 observance. It uses humour about middle-child stereotypes, from being mistaken for the family pet’s name to being left behind on outings, to encourage donations as a way to “become the favourite child.”

Hannah Rayment, PR manager at Australian Red Cross Lifeblood, said: “This campaign is a fresh and engaging way to reach young Australians. We are thrilled to bring this creative concept to life and inspire a new generation of blood donors.”

The three-phase rollout includes teaser videos, a hero film, and content from creators on Instagram and TikTok. The hero video quickly subverts the tone of a typical Lifeblood ad, instead delivering a tongue-in-cheek tribute to middle children. Creators Emily McCracken (@emjcrackers) and Mitchell Coombs (@mitchellcoombs), both middle children themselves, are producing supporting content for the campaign.

Jessica White, VP of creative and media at DEPT®, said: “At its core, A Moment for the Middle Child is about encouraging young Australians to donate blood. We’re tapping into the playful dynamics of sibling rivalry to drive action.”

The initiative marks DEPT®’s first collaboration with Australian Red Cross Lifeblood. With over 150 staff in Sydney and Melbourne, the agency has expanded its APAC presence in recent years and was named Network of the Year at The Webby Awards for the fourth consecutive year.

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