Lifeblood spokesperson Shae Burns said the name change marked an exciting new chapter for the organisation, which had been part of the Australian community for the past 90 years.
“Blood is at the core of what we do, but we are now so much more than blood,” she said.
“We now provide safe, donated breastmilk to premature babies when they’re at their most vulnerable, we provide critical organ-matching services allowing life-giving transplants to take place, and our research and development is world renowned.”
As part of the name change, Lifeblood has opened its doors to take TV cameras behind the scenes for a new eight-part reality series on Channel Nine.
Giving Life will look at Lifeblood’s donor centres where 1.5 million donations are made each year, and then follow the journey of blood to hospitals.
“The name Lifeblood reflects the role we play in the Australian community now and into the future, while also celebrating our selfless donors who are the lifeblood of Australia,” Ms Burns said.
“Our donors will still see the same friendly faces at the Shepparton Donor Centre when they make their generous donation.”
The Shepparton Donor Centre is open six days a week at Unit 3, 210-216 Corio St, Shepparton, with entrance via the Vaughan St car park. To book your donation or learn more about Lifeblood, visit www.lifeblood.com.au or phone 13 14 95.
