Australian Red Cross Lifeblood has unveiled a new fully integrated national campaign, the “Unlikely Version”, with M+C Saatchi, bringing together music and storytelling to highlight the life-saving impact of plasma, stem cell, and platelet donation, as well as blood.
At the centre of “Unlikely Version” is a reimagined version of Sia’s “Unstoppable”, performed entirely by Australian artists and band members whose lives have been saved by blood, plasma, stem cells, or platelet donations, spearheaded by Tina Arena and Ngaiire. The new track is a reminder of what is possible against the odds and embraces the unlikely: two artists with distinct styles, textures and vocal identities coming together to recreate “Unstoppable” in a way that feels both nostalgic and familiar, but with a new edge.
Rolling out nationwide from 3 March 2026, the campaign spans owned, earned and paid channels, with a media strategy delivered by paid media agency Clemenger BBDO.
Hero content includes a full-length music video, a behind-the-scenes film, multiple cut-downs and a suite of still imagery capturing the song performed live. Filmed at Melbourne’s Festival Hall, the live performance brings together the lead artists and band members to create an expression of what becomes possible when people receive life-giving donations.
Campaign assets will appear on screens including TV, BVOD, SVOD, YouTube and in cinemas nationwide. It will also live across Lifeblood’s own touchpoints, from in-centre environments and one-to-one communications to social platforms. This will be supported by a national PR strategy built around the song and the powerful stories of donation recipients, alongside an influencer program that brings together Lifeblood donors and recipients.
Lifeblood’s Chief Marketing Officer, Jeremy Weiss, said the work highlights the powerful outcomes of donations. “What makes this campaign unique is how it brings together music, storytelling and lived experience to create something truly memorable,” Jeremy said.
“By putting the voices of recipients front and centre, we’re showing the real-life impact of donation. The “Unlikely Version” is a reminder that every donation not only saves a life, it enables people to continue their lives with purpose and possibility.”
Jeremy added: “We also wanted to show that beyond blood donation, Lifeblood provides life-giving biological donations for life-changing outcomes. This includes collecting plasma and platelets, and helping recruit stem cell donors.”
With more than 1.7 million donations of blood, plasma and platelets required in Australia every year, the campaign aims to drive renewed consideration and participation among existing and new donors.
Emma Robbins, M+C Saatchi Group ANZ Chief Creative Officer, said the “Unlikely Version” was built around shifting perceptions of donation from an abstract good deed, to something that has a profound effect on people’s lives and stories.
“Building on the success of the platform “Life is The Reason”, we wanted to show what donation makes possible, beyond survival – the lives lived and the magic those lives create,” Emma said.
“The reimagined song, “Unstoppable”, brings together people whose creative journeys exist because someone donated. The creative collaboration is about embracing the unlikely – there’s something powerful about hearing a song you think you know, reshaped by voices that have lived two different stories.”
The campaign launched nationally on 3 March 2026 across owned, earned and paid channels.
