Primary Objective:
Articulate the vision of the Red Cross Lifeblood Preventative Health strategy with creative and strategic assistance, empowering the executive team to make informed decisions regarding the direction of the 2027 strategy.
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Project Scope:
Develop high-fidelity animations to articulate the vision of the 2027 Lifeblood strategy.
Create detailed storyboards to visualize the strategic narrative and messaging.
Design a visually striking presentation to accompany animations and storyboards.
Provide creative and strategic assistance throughout the project.
Ensure timely delivery of animations, storyboards, and presentation materials.
Problem Statement:
Red Cross Lifeblood's new 5-year strategy aims to become "essential to health" in Australia by improving overall health, increasing blood supplies, and raising brand awareness. This involves expanding beyond blood collection to offer additional health services. The organization seeks strategic guidance to clarify the necessary actions for achieving these goals.
Discovery: Research Insights
In our research phase, we meticulously analyzed donor behavior, service utilization patterns, and market trends to glean insights into the existing landscape. Furthermore, our client, the innovation manager at Lifeblood, worked closely with frontline medical staff to validate our approach and ensure alignment with operational realities.
Synthesis: Organizing Research and Ideation
We conducted team workshops to foster creativity and generated a range of innovative solutions. Utilizing Affinity Mapping, we identified recurring themes from our extensive research and ideation data, distilling insights into three key frameworks: Brand-centered, Donor-centric, and Partnership-oriented.
How Might We:
Affinity mapping insights were translated into actionable opportunity areas, focusing on harnessing Lifeblood's preventative health initiatives to boost brand visibility and accessibility, engaging a broader spectrum of individuals, and effectively implementing Preventative Health Initiatives.
Storyboard Development: Partnership Expansion Strategy
Through extensive dialogue with the client, I fostered a deeper understanding of their objectives, leading to the refinement of a storyboard that integrated their feedback and adjusted requirements. Here are some of the innovative ideas and concepts I proposed to the client:
Introduction: Partnerships are integral to extending the reach and impact of Lifeblood/LifeLong initiatives. By collaborating with various stakeholders, we can amplify our message and promote healthy practices within communities.
Proposed Partnerships:
Libraries: Utilize library spaces for health awareness campaigns and information dissemination.
Community Health Centers: Partner with health professionals to offer free checkups and consultations.
Small Business Health Professionals: Collaborate with nutritionists and other health experts to provide free diagnoses and consultations.
Community Centers: Host health workshops and events to engage community members.
Farmers Markets: Promote healthy eating habits and support local produce.
R U OK?: Collaborate on mental health awareness campaigns and resources.
Relaxation/Mental Health Apps: Partner to provide access to meditation and stress-relief resources.
Food-Related Businesses ("Food is Medicine"): Advocate for the connection between nutrition and health.
Yoga/Dance Teachers: Offer wellness classes to promote physical activity and mental well-being.
Benefits of Partnerships:
For Partners: Increased visibility, enhanced community engagement, and opportunities for customer spending.
For Customers: Access to free health services, improved mental health, and well-being.
For Red Cross: Increased visibility and word-of-mouth promotion, reinforcing health practices within Australia.
Call to Action: I recommend initiating discussions with potential partners to explore collaboration opportunities and begin implementing these strategies to maximize impact.
Development:
The client selected my storyboard from three presented options. In a bustling rural farmers market, Aiyana and her family encounter a Red Cross Lifeblood truck offering free mini-health assessments. Aiyana's dad, concerned about his high blood pressure, hesitates to undergo an assessment due to his fear of needles. However, the nurse assures him that the health assessment, including taking his blood pressure, does not require needles or a blood draw. He decides to proceed and receives personalized advice from the nurse, who also highlights the benefits of blood donation.
A week later, when they see the van at the farmers market again, Aiyana's dad is inspired to donate blood, encouraged by his family and the supportive atmosphere. Aiyana captures the moment and shares it on social media, promoting health awareness within their community. The family leaves feeling empowered, optimistic, and connected to their community.
Conclusion: The story concludes with a call to join the movement for healthier communities, emphasizing the positive impact of partnerships between Lifeblood and local markets. This narrative not only highlights the practical benefits of the Lifeblood initiative but also underscores the emotional journey of Aiyana's family, demonstrating the transformative power of community engagement and support.
Strategy
Deliver: Final Animation
Integrated three strategy pillars in a single scenario, addressed three key opportunities for Lifeblood, mitigated executive risk aversion, and demonstrated Lifeblood's extensive capabilities and positive impact on diverse stakeholders, all within a low-risk framework.
Conclusion:
Successfully aligned the final deliverable with Red Cross Lifeblood's strategic goals, received commendation for attention to detail, and learned the significance of collaboration and flexibility in client relationships.
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