NHS Blood & Transplant is aiming to attract younger blood donors by enlisting the help of the cast of Love Island for a new campaign backed by ITV2.
The partnership, which is the brain child of 23red, will see The Love Islanders join the ITV2 Blood Squad in an effort to help quell young people’s fears about blood donation and encourage them to register and book an appointment at a local donation centre.
In a poll of 1,000 adults, the fear of giving blood was considered scarier than public speaking, heights and going to the dentist, with the main barrier being a fear of needles.
But NHS Blood & Transplant needs 600 new donors every day to replace people that can no longer donate, so it is vital that they engage with a younger audience to break down barriers to blood donation.
Having been introduced by 23red, ITV2 secured some of their biggest names to work with NHS Blood & Transplant – Love Island stars Dani Dyer, Jack Fincham, Wes Nelson, Dr Alex George and Laura Anderson – and to star as the ITV2 Blood Squad in a series of Halloween-themed activity and other social content made by ITV Creative to take the fear out of blood donation this Halloween.
The ITV2 Blood Squad directs consumers to a bespoke ITV2 landing page where they can view additional content including myth-busting videos featuring the ITV2 Blood Squad as well a click through to register to become a blood donor.
23red chief executive and found partner Jane Asscher said: “Having worked with NHS Blood & Transplant over the years, delivering campaigns to drive blood donor registrations, it was great to be involved in addressing this new challenge of overcoming fears and myths surrounding blood donation – and so drive donations from younger people.
“Given the popularity of Love Island, this partnership with ITV2 will enable NHS Blood and Transplant to engage with younger people in a tone of voice that resonates with them.”
Mike Stredder, director of blood donation at NHS Blood & Transplant added: “There are many myths associated with giving blood, but it really isn’t scary.”
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