Most people are aware that giving blood is a good thing to do, but what they didn’t know is that their donation has a finite shelf-life. From the moment they donate, it has just 42 days to get to someone in need.

In The Hitchhiker’s Guide to the Galaxy, Douglas Adams wrote that the number 42 is “the answer to the great question of life, the universe and everything”. But… 42 what? With the Australian Red Cross Blood Service, we answered that question once and for all – and in the process, created awareness of and drove action around Australia’s need for regular blood donors.

The work was kickstarted with a teaser campaign that included skywriting, street posters and stencils in major cities featuring the mysterious number 42. This was followed by the reveal of the full film, explaining the true meaning of the number and its link to blood donation. Radio, digital and OOH further encouraged Australians to become regular blood donors.

This film was created by Cummins & Partners for their client Australian Red Cross Blood Service.

Visit the campaign website here.