MAN UP. DONATE BLOOD.

TitleMAN UP. DONATE BLOOD.
BrandNORWEGIAN RED CROSS
Category A07. Not-for-profit / Charity / Government
Product/ServiceBLOOD DONATION
Entrant MORGENSTERN Oslo, NORWAY
Idea Creation MORGENSTERN Oslo, NORWAY
Production MORGENSTERN Oslo, NORWAY
Credits
Name Company Position
Torkild Jarnholt Morgenstern Creative Director
Bjørnar Buxrud Morgenstern Creative Director
Eirik Mikalsen Morgenster Client Director
Anita Dahl Morgenstern Project Manager
Erlend Westnes Morgenstern Film Director
Yakob Changezi Morgenstern Producer
Philip Notland Morgenstern Art director
Ole-Jørgen Ramstad Morgenstern Animation

Write a short summary of what happens in the film

We see a man in pain, going through what seems to be childbirth. He screams and moans. He yells at his wife. Demands a wet towel. And barks out for juice. However, at the end of the film we realize that the man is in fact donating blood. And his supportive wife is the one who is expecting.

Cultural / Context information for the jury

The Norwegian Red Cross is in charge of recruiting donors, as well as the drawing and collecting of blood for the hospitals. Health care in Norway is by and large paid for by the government, but there is no financial reward for donating blood. This means the system is totally reliant on individuals donating blood voluntarily. In Norway, female blood donors outnumber male blood donors. So in order to increase the total number of blood donors, The Norwegian Red Cross launched a campaign, targeting men and focusing on the fact that every year, thousands of women need blood transfusions due to childbirth. After all: most Norwegian men want to support their female partners as best as they can when they are giving birth. Emotional support is great, but the campaigns’ message is that in addition words of encouragement, men can contribute to childbirth with something of life-necessary importance.