only 3% of australians donate blood.

within the national gallery of victoria, leo burnett created a real-time experiment by creating five pieces of communication across five different media channels, each one focused on eliciting a human emotion. the idea was to find out whether joy, anger, sadness, fear, or disgust would be the most effective in motivating people to donate blood. visitors could vote via qr code on which piece moved them most, arming blood donation service lifeblood with new data on how best to convert australians into blood donors.