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This Privacy Policy sets out Australian Red Cross Lifeblood’s (Lifeblood) commitment to protecting the privacy of personal information, including health information, collected by or provided to Lifeblood in person or online.
This Privacy Policy details how personal information is collected, used, stored and disclosed by Lifeblood and your rights in relation to this.
What information we collect
Donors
We collect personal and health information to ensure safe donation and transfusion. This may include your name, contact details, date of birth, medical and travel history, and information about behaviours relevant to donation safety. We also keep donation test results, interview answers, records of any reactions, and communication with you.
Recipients of blood products and other biological products
Health Service Providers may share information such as name, blood type, and relevant health details so we can supply the right product quickly and safely.
Pathology Services
For transplant and immunogenetics testing, we receive patient information from healthcare providers. This is used to create clinical reports and is handled according to national pathology standards.
Research participants
We use de-identified donor information and participant data for approved research that improves safety, products and clinical practice.
Website and app visitors
When you use our website or apps, we may collect browsing data, device information, general location and information collected through tracking technologies, including cookies and tracking pixels, to improve your online experience, understand how our services are used, measure the effectiveness of communications and advertising.
If you contact us online, we collect the information you provide so we can respond.
Transfusion Learning Website
We collect your email and basic demographic details to register you, provide certificates, support credentialing, and notify you about new learning materials. Google Analytics is used for site improvement and does not collect personal information.
Employment applicants
Information provided during job applications is used only to assess your application, in line with the Lifeblood Recruitment Privacy Statement.
How we use your information
We use personal information to:
- Assess donation eligibility and protect donors and recipients
- Stay in contact with donors about relevant donation opportunities
- Conduct research to improve products and safety
- Improve our services and processes
- Meet legal and regulatory obligations
We may also use de identified information for internal training, quality assurance, risk management and donor satisfaction monitoring.
Donor communications and direct marketing
Lifeblood may contact donors about donation opportunities, services and activities that are relevant to them and that support a safe and sufficient blood supply.
This may include tailoring communications based on information such as blood type, location, or donation history where this is reasonably necessary to meet operational needs and where individuals would reasonably expect this.
Some of these communications may be considered direct marketing for the purposes of privacy law.
Lifeblood only sends these communications where:
- the individual has consented to receive communications, and/or
- the communication would reasonably be expected in the context of the individual’s relationship with Lifeblood, and
- the individual has not opted out.
Donor Profiling, Artificial Intelligence and Data Analytics
Experian Mosaic and Donor Profiling
To ensure we can maintain a safe and adequate supply of blood and blood products for approved health providers, Lifeblood uses Experian Mosaic, a demographic and geographic segmentation tool.
We use Mosaic to help us:
- understand donation patterns across communities
- plan collection activities and service locations
- identify areas where additional donor engagement may be needed
- support donor recruitment and retention activities
- better tailor donor engagement strategies
- ensure we can meet demand for blood and blood products nationally
Mosaic uses publicly available, aggregated and modelled data. When we link Mosaic segments to our donor records, this information becomes personal information and is handled in accordance with the APPs. Mosaic does not determine donor eligibility, and it does not replace clinical or safety assessments.
Artificial Intelligence (AI) and Automated Tools
Lifeblood may use secure, privacy compliant AI and automated systems to help improve our services, analyse trends, support donor engagement, and enhance operational efficiency. These systems may process personal information we already hold, but they do not make decisions that affect individuals without human oversight. Where possible, information used for AI supported analysis is de-identified.
Data Analytics
We use analytics tools to understand how people use our websites, apps and digital services. These tools may collect information such as device type, browsing behaviour, interactions with our content, and general location.
Where possible, analytics information is deidentified or aggregated before analysis. Lifeblood seeks to minimise the collection of personal information through analytics tools and only uses such information for legitimate operational, service improvement and communication purposes.
Tracking Technologies, Custom Audiences and Social Media Advertising
Lifeblood may use custom audience tools provided by platforms such as Facebook, Google, Instagram, LinkedIn or similar services to communicate with existing and potential donors.
This may involve securely uploading hashed contact information (such as email addresses) or creating custom audience segments based on information we hold about our donors and supporters, including donation-related information and communication preferences where permitted by law.
Lifeblood also uses tracking technologies, including cookies and tracking pixels, to understand how visitors interact with our websites, measure the effectiveness of our communications and advertising and improve our services. These technologies may be used by advertising platforms to display relevant Lifeblood advertisements based on your interactions with our website.
Where required by law, Lifeblood will obtain consent before collecting, using or disclosing information through these technologies.
You can opt out of targeted advertising through the settings of each platform as detailed below or by contacting us.
| Third-party Pixel | Why do we use them? | How can you opt out? |
| Meta | We use META Pixel to track user interactions with our website, measure the effectiveness of our campaigns, and retarget users who have visited our site on Facebook, Instagram, and other META platforms. More specifically:
| You can opt-out of Meta Pixel tracking by adjusting your ad preferences on Facebook or Instagram. Visit Facebook Ad Settings to manage your preferences and control the ads you see based on your activity across websites. |
| TikTok | We use TikTok Pixel to track user interactions with our website, measure the effectiveness of our campaigns, and retarget users who have visited our site on TikTok. More specifically:
| You can opt-out of TikTok Pixel tracking by adjusting your privacy settings in your TikTok account or enabling the Do Not Track feature in your browser. |
We use Reddit Pixel to track user interactions with our website, measure the effectiveness of our campaigns, and retarget users who have visited our site on Reddit. More specifically:
| You can opt-out of Reddit Pixel tracking by enabling the Do Not Track feature in your browser or adjusting your privacy settings on Reddit.com. | |
| Spotify | We use Spotify Pixel to track user interactions with our website and measure the effectiveness of our campaigns. More specifically:
| You can opt-out of Spotify Pixel tracking by enabling the Do Not Track feature in your browser or adjusting your privacy settings in your Spotify account. |
| Google Marketing Platform | We use Floodlights Event Tags from Google's Marketing Platform to track user interactions with our website and measure effectiveness of our campaigns. Floodlight tags are used to track and report on conversions for activity within the Google ecosystem, including Paid Search and programmatic activity through DV360. More specifically:
| You can opt-out of Google Marketing Platform tracking by adjusting your Google Ad Settings, enabling the Do Not Track feature in your browser, or using the Google Analytics Opt-Out Browser Add-On. |
| Google GA4 | We use GA4 to collect website traffic data and analyse user interactions on our website. This helps us understand how users engage with content and optimise the sites performance and improve the overall user experience. | You can opt-out of GA4 tracking by installing the Google Analytics Opt-Out Browser Add-On or by enabling the Do Not Track feature in your browser. |
When We Share Your Information
We only use or disclose your information for:
- the primary purpose it was collected for
- a related purpose you would reasonably expect
- situations where we are required or permitted by law
We may share information with:
- Lifeblood staff who need it to do their job
- Trusted service providers (e.g., IT providers, cloud hosting and data storage providers, health service partners, analytics providers, marketing service providers and digital advertising platforms)
Insurers, courts or regulators when required - Professional organisations supporting education or accreditation
Any third party acting on our behalf must follow strict confidentiality rules and use your information only for the purpose it was provided.
Lifeblood does not sell personal information.
Information From Third Parties
If we receive information about you from someone else, we protect it according to this policy. We only collect information from third parties when:
- you’ve consented
- it’s required or authorised by law
- it’s not practical to collect it directly from you
Your Rights and Controlling Your Personal Information
Consent
By providing personal information to Lifeblood, you consent to us collecting, holding, using and disclosing it in accordance with this Privacy Policy. You may withdraw your consent to certain uses of your information at any time by contacting us, subject to legal or operational requirements.
Direct Marketing and Opt Out
You have the right to opt out of receiving direct marketing communications from Lifeblood at any time. All marketing messages include an opt out option, and you can also manage your preferences by contacting us.
Opting out of marketing will not affect your ability to donate or receive essential service related communications.
Accessing or Correcting Your Information
You have the right to access and correct your personal information.
To request access or correction:
- Complete the privacy request form
- Provide proof of identity
- Send it to:
- Chief Privacy Officer, P.O. Box 354 South Melbourne 3205
- or upload Privacy Requests (AUS) | Secure Send - Australian Red Cross Lifeblood (redcrossblood.org.au)
Once your identity is confirmed, your proof of ID is deleted or destroyed.
Resource library downloads ( Simple style )
Anonymity
Where lawful and practicable, you may interact with Lifeblood anonymously online or by calling 1300 606 833. Milk donors may contact the Milk team anonymously on 1300 459 040. In some cases, we may need to verify your identity before providing detailed information.
Storage, Security and Overseas Processing
We use strong physical, electronic and administrative safeguards to protect your information from misuse, loss or unauthorised access.
Your information may be stored or processed in secure data centres outside Australia, including the United States and Singapore. These service providers may include cloud hosting providers, analytics providers, communication providers and digital platform providers. All third party providers must comply with the Privacy Act and Lifeblood’s privacy standards.
Because Lifeblood operates nationally, donor information may be accessed by authorised staff across Australia when needed for their work.
We keep donor records for as long as required under:
- Therapeutic Goods legislation (including blood donation and gut microbiome donation records)
- State and Territory health records laws (other products)
Making a Complaint
If you believe your personal information has been mishandled or there has been a breach to your privacy, contact:
- Chief Privacy Officer, P.O. Box 354 South Melbourne 3205; or
- [email protected]
We will investigate and respond in writing. If you are not satisfied, you may contact the Office of the Australian Information Commissioner.
Data security for online bookings and enquiries
We protect your information when you book or enquire online by:
- Deleting online enquiry forms after one week
- Ensuring forms are not stored on non production servers
- Maintaining security monitoring on lifeblood.com.au
- Using a secure online booking system
These measures meet the requirements of the Privacy Act.
Policy Updates
Lifeblood may update this Privacy Policy at any time by publishing a new version on our website. We review the policy at least every two years or sooner if required by law.