CSL PLASMA
 

 The goal of this campaign was to elevate the perception of plasma donation by equating the act with the heroism of first responders. The creative direction not only celebrated the donors' contributions but also underscored the vital role they play in saving lives. Using powerful split face visuals and messaging, we brought this narrative to life, driving a significant increase in plasma donations.

CSL Plasma, one of the world's largest collectors of human plasma, and CSL Behring, renowned for manufacturing plasma-derived and recombinant therapeutic products. This project not only heightened awareness but also celebrated the life-saving contributions of plasma donors.