What Makes You Bleed

A real-time experiment in the National Gallery of Victoria to find out which emotion will get people to donate more blood. 

Only 3% of Australians donate blood. We wanted to find out why.

So, we created a real-time exhibition in the National Gallery of Victoria. One that triggered different emotions so we could find out which feeling would motivate people to give blood most. Would  it be ‘joy’, ‘anger’, ‘sadness’, ‘fear’ or ‘disgust’?

Visitors could vote via QR code on which piece moved them most, arming Aussie blood donation service, Lifeblood with new data on how best to convert Aussies into blood donors.

My responsibility was to create a billboard for 'sadness'. Heartbreaking stories of loss written on empty blood bags. Demonstrating how donating blood gives people more time with their loved ones.

I wrote 369 emotional heartfelt stories, in the most emotionless way: a spreadsheet. Check it out here, sorry if your name shows up.