The NRL has launched a partnership with the Australian Red Cross Blood Service which aims to capitalise on the interstate rivalry State of Origin creates to increase blood donations.
The NRL's new State of Origin marketing campaign, 'Out For Blood', will encourage fans from NSW and Queensland to go head-to head to save lives.
Pledges to donate blood at Australian Red Cross Blood Service donation units will be measured from both states ahead of and during this year's Holden State of Origin Series.
Specially branded mobile units have also been created for the campaign and will travel to multiple locations across Sydney and Brisbane between now and State of Origin III, on Wednesday, July 11.
"We know how powerful State of Origin is so it is great to be able to use the contest for such an important cause," NRL Chief Commercial Officer Andrew Abdo said.
"One in three people will need blood over the course of their life, but currently only one in thirty people gives blood.
"Hopefully we can use Origin to change those statistics and save lives."
The marketing campaign, in conjunction with R/GA, uses former Origin representatives Nathan Hindmarsh and Gorden Tallis to encourage NSW and Queensland supporters to donate for their state.
The campaign was launched today by Wade Graham at the NSW mobile blood unit, at Jones Street Ultimo, and Darius Boyd and Petero Civoniceva at the Queensland mobile blood unit, at Princess Alexandra Hospital, Woolloongabba.
Supporters who donate will also receive special Blues and Maroons branded bandaging and merchandise when they donate.
Blood service spokesperson Belinda Smetioukh said the 'Out For Blood' campaign was an important and life-saving initiative.
"By donating blood, fans can show loyalty for their team and also save lives," Ms Smetioukh said.
Donations will be displayed via an online tracker at nrl.com/donateblood where supporters can also pledge to give blood.
Tickets are available for all three Holden State of Origin matches at nrl.com/tickets.