MAN UP. DONATE BLOOD.

TitleMAN UP. DONATE BLOOD.
BrandNORWEGIAN RED CROSS
Category F04. Social Behaviour
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.

Please tell us about the social behaviour that inspired the work

In Norway, female blood donors outnumber male blood donors. 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. Men want to support their female partners as best as they can when they are giving birth. And though emotional support is great, the campaign aimed to remind men that they can contribute to their partners childbirth by doing something of actual life-necessary importance.