NHS Blood & Transplant is launching a new digital out of home campaign which uses live data from local donor centres, alongside images of real blood recipients, with the aim of normalising blood donation and making it more personal and local.
The campaign, devised by 23red, will run across the Clear Channel digital network and uses first party data from NHS Blood & Transplant to make people aware of the volume of appointments available that day or week at their nearest donor centre.
It also shows its location, walking distance, the volume of first-time donors seen there in the past week, and the number booked to give blood that day.
The activity targets people specifically in their local area and provides a suite of real-time information and data which supports the call to action to give blood. It is claimed that the use of first party data, combined with the sheer volume of dynamic elements in this campaign, is unprecedented in its complexity.
In doing so, it seeks to encourage people to visit their closest permanent donation centre, as opposed to relying on mobile donation centres, by making them more aware of how many other people are donating, are planning to donate, and just how close these centres are to their workplaces and homes.
The digital OOH ads also feature photographs of real blood recipients, shot by renowned photographer Dylan Collard. The images reflect the diverse audiences that NHS Blood & Transplant needs to reach and include photos of a black man and woman to try to inspire more black donors to help treat those with sickle cell disease, and an image of a mother and child, conveying the need for blood during childbirth.
The campaign has launched across 100 sites in close proximity to permanent blood donor centres in Leeds, Sheffield, London, Liverpool, Birmingham, Gloucester, Bradford and Poole.
23red founding partner and creative director Sean Kinmont said: “Often people only think of blood donation when someone they know has needed it or when there’s a major accident. What we wanted to do with this campaign is to normalise blood donation by feeding live NHSBT blood donation data onto a digital screen on your high street, showing real appointments as well as blood donations happening in your neighbourhood. We hope the data-led approach combined with the emotive imagery strikes a chord with people.”
NHS Blood & Transplant director of marketing and communications Ceri Rose said: “What we love about this campaign is that it tells an emotive story, through the imagery, to connect with specific donor groups that are needed. It also tells people where their nearest centre is and just how easy it is to start donating there on a regular basis.
“Our hope is that people start the New Year with good intentions and they will be inspired to register as new blood donors. For our amazing existing blood donors, it will remind them to support their local donor centre by highlighting available appointments to donate.”
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