Our strategy

Illustration of a man and woman standing next to a yellow plasma drop, ready for their next plasma donation.Lifeblood Unlocked – Strategy 2027. 

Our new strategy provides us with time to reflect on our purpose, the work we do, how we deliver it, and the values that underpin the way we work as an organisation. This Lifeblood Unlocked – Strategy 2027 has been designed to build on our strong foundations for decades to come and is driven by our purpose: life-giving donations for life-changing outcomes.

The strategy is built on four key themes

illustration of four people, one is holding a red loveheart and one is holding a red blood droplet
A movement of donors

A movement where biological donation is recognised, respected, widespread and part of our Australian identity.

illustration of a truck with a large red blood droplet on its tray
Assured supply for optimal use

Sufficient and safe provision of blood, plasma and biological products and services to meet demand in ways that are seamless to clinicians and suppliers, easy for health services, and give confidence to government and community.

illustration of a person holding up a trophy cup
A workforce of champions

We’re purpose-driven and value-led champions for our donors, recipients and for each other.

illustration of a map of australia with a tick symbol in the centre
Essential to health

Healthier and better lives for the communities of Australia through personalised health, and new products and services that are research-informed and rapidly adopted.

Download our strategy

Take a look at these key Lifeblood publications to see where we're going and where we've come from.

the cover of the lifeblood unlocked strategy document

Lifeblood Unlocked - Strategy 2027

Reviews and Reports
Front cover of Lifeblood's business plan

Business Plan 2024-25

Reviews and Reports
Annual Report 2022-23

Annual Report 2022-23

Annual Report
Lifeblood modern slavery statement 2022-2023

Lifeblood modern slavery statement 2022-2023

Reviews and Reports
Reflect Reconciliation Action Plan: January 2024-June 2025

Reflect Reconciliation Action Plan: January 2024-June 2025

Guide
Reflect Reconciliation Action Plan Launch Poster: January 2024-June 2025

Reflect Reconciliation Action Plan Launch Poster: January 2024-June 2025

Poster
Australian Red Cross Lifeblood Gender Equity Action Plan

Australian Red Cross Lifeblood Gender Equity Action Plan

Reviews and Reports
Lifeblood Unlocking Sustainability ESG Roadmap

Lifeblood Unlocking Sustainability ESG Roadmap

Reviews and Reports

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Annual reports

We’re always proud of what we achieve together. Take a peek at how we quickly and successfully adapted to change over the last financial year, and decade prior.

See all reports
a nurse attending to a donor
What we do

Lifeblood has always been one of the most trusted not-for-profit health service providers in Australia — and for good reason.

Know our services
close up of a scientist wearing goggles sitting next to a microscope
Our people

With around 3,500 employees and more than 1,000 non-donor volunteers, Lifeblood is like a well-oiled machine.

Meet the team