A TTL campaign that encourages middle kids to donate life-saving blood in order to become the favourite child.
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Young Australians are unbothered and unmotivated to give blood.
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Never first. Always misunderstood. Middle siblings have to fight for attention.
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Donate blood, gives them bragging rights, allowing them to have their time in the spotlight.
Client: Canon
Project: Donate Blood - Become a middle child
Video & Photography: Tim Jones
Production: The Editors
Role: Executive Creative Director – DEPT
We partnered with Australian Red Cross Lifeblood to launch “A Moment for the Middle Child,” a playful campaign encouraging young Australians (18–30) to donate blood. Originally conceived for National Blood Donor Week, the idea found its perfect fit with Middle Child’s Day, tapping into the classic sibling rivalry of overlooked middle kids.
The campaign flips the script on traditional awareness ads by blending humour, social media culture, and Lifeblood’s platform “1 for you, 1 for me.” It positions donating blood as both a meaningful act and a chance to claim bragging rights — perfect for a Gen Z audience.
Executed in a tongue-in-cheek, mockumentary style, the campaign rolled out in three phases: teaser clips, a hero video, and creator content on Instagram and TikTok. The hero film plays as a spoof on middle-child struggles (“I’ve been called the dog’s name”), before pivoting to a call to donate and finally get their moment in the spotlight. To bring it to life, We also collaborated with creators Emily McCracken (@emjcrackers) and Mitchell Coombs — both middle children themselves — who shared their own hilarious takes to amplify the cause.
The campaign was featured across the week on Channel 7 News nationally across Australia and Intentionally in New Zealand.
Production
We shot at Lunar Studios with the amazing Tim Jones & crew — a couple of days spent carefully crafting the interviews, capturing pure gold, and sharing plenty of laughs along the way.
