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Medibank – Community Blood Drive

workplacegiving2025-133-1

Industry

Insurance

Summary

In FY25, Medibank transformed its partnership with Lifeblood by turning workplace giving into an inclusive, organisation-wide movement through the Community Blood Drive program. This shift redefined blood donation from an individual act into a shared expression of community and purpose.

Success Factors

The initiative succeeded through creative strategies like authentic storytelling, team-based giving, and simplified access, which fostered emotional connection and inclusivity. Strong leadership endorsement, employee engagement, and strategic partnership with Lifeblood amplified awareness and embedded giving into Medibank’s culture. (Pictured L-R: Amanda Bartley, Head of Sustainability, Community, Diversity & Inclusion and Rebecca Carter, DISC Coordinator, Medibank).

www.medibank.com.au
595
donations (up from 411 in FY24)
62
first-time donors (up from 25)
233
unique donors (up from 134)
1,785
lives potentially saved

At Medibank, we’re proud to be recognised as a finalist at the Australian Workplace Giving Awards for our reimagined partnership with Lifeblood, turning individual acts of generosity into a shared movement - fostering a culture of care, connection, and purpose as we work toward being Australia’s Healthiest Workplace by 2030.

Amanda Bartley

Head of Sustainability, Community, Diversity & Inclusion

medibank web logo

About Medibank

Medibank is passionate about building a better health system that is centred on people, and sustainable in the long term. Medibank’s core business is the underwriting and distribution of private health insurance policies through their two brands, Medibank and ahm. Medibank provide a range of integrated healthcare services to our private health insurance policyholders, government, corporate and other retail customers. Medibank’s headquarters are in Melbourne, Victoria, with operations throughout Australia.

Transformational Change in Workplace Giving 

In FY25, Medibank reimagined its long-standing partnership with Lifeblood, transforming workplace giving from a niche initiative into a vibrant, organisation-wide movement. Through the Community Blood Drive program, originally established in 2011, the company shifted from a transactional model to an inclusive, emotionally resonant experience. This change marked a breakthrough in workplace giving: blood donation was no longer just an individual act, but a shared expression of community and purpose. 

Creativity and Strategic Problem Solving 

Participation had plateaued, with awareness limited to a small pool of regular donors. Medibank’s solution was built around three creative pillars: storytelling, team-based giving, and simplified access. Employees shared their personal stories of donating blood, which were amplified through internal platforms like Viva Engage, intranet, and team events. This authentic storytelling created emotional resonance and peer-to-peer encouragement. 

To address logistical barriers, Medibank introduced team donation days and centralised blood drives coordinated with Lifeblood. These were supported by communication campaigns that normalised participation, promoted Medibank’s community leave benefit, and invited employees who couldn’t donate to get involved as supporters or “bloody buddies.” The innovation made giving inclusive and accessible across all workplaces—offices, stores, and remote teams. 

Engaging Stakeholders and Driving Awareness 

Leadership endorsement, combined with bottom-up enthusiasm, ensured deep stakeholder engagement. Lifeblood became a strategic partner, providing tours, speakers, and logistical support. Employees were at the heart of the campaign, with their stories celebrated and their participation made visible. By integrating giving into existing rhythms—team days, campaigns, and cultural events—Medibank embedded blood donation into daily work life. 

Awareness skyrocketed, with employees recognising that workplace giving extends beyond financial contributions. Initiatives like “Bring a Bloody Buddy,” which paired donations with financial contributions to Lifeblood, highlighted the ripple effect of collective generosity. 

Measuring Success and Impact 

The results speak to the innovation’s success: 

  • 595 donations (up from 411 in FY24) 
  • 62 first-time donors (up from 25) 
  • 233 unique donors (up from 134) 
  • 11 monthly records achieved 

This equates to 1,785 lives potentially saved. Beyond numbers, qualitative feedback showed employees felt more connected, supported, and inspired to contribute. 

Innovation Opportunities 

Community Blood Drive has set a new benchmark for Medibank’s giving culture. Its success has paved the way for broader social impact initiatives, embedding storytelling and shared experience as key levers for participation. By redefining what workplace giving looks like, Medibank is contributing to growing a culture of generosity across Australia.