NHS Blood & Transplant is launching its first blood donor recruitment campaign since the outbreak of Covid-19 as part of a major push to reverse a decline in the number of active blood donors, which have reached their lowest level since 1996.
As life returns to normal, with fewer people donating regularly, the NHS needs new blood donors to play a crucial role in its recovery.
The new campaign, devised by 23red, is aimed at recruiting an unprecedented 100,000 people to register and donate by spring to achieve the organisation’s largest ever annual recruitment target and join the 67,000 new donors who have joined the club this year.
NHS Blood & Transplant is hoping to future-proof the blood supply by recruiting the next generation of blood donors and are also specifically calling for more Black donors to help treat patients with sickle cell disorder.
The campaign will run for six weeks and includes TV, YouTube, radio and social ads, as well as partnerships with brands including, The Co-operative Bank and Homebase, and support from influencers, to celebrate existing blood donors and their lifesaving role during the pandemic, urging others to sign up.
The #ThisIsAmazing campaign parallels videos of tricks, stunts, and skills on social media, with how amazing it is to save up to three lives by donating blood. Musicians, sportspeople, artists, and dancers are featured in the campaign, including 11-year-old drummer Nandi Bushell, Austrian contortionist, and extreme sports star Stefanie Milinger, freestyle footballer Aguska Mnich, and roller skater Solomon Snowden.
NHS Blood and Transplant assistant director of donor campaigns Helen Duggan added: “Maintaining a safe and regular supply of blood to hospitals is our top priority. Through the most critical time of the pandemic this was achieved thanks to a loyal club of existing donors – the smallest of the 21st century.
“As hospitals catch up on routine care, we are facing a critical crossroads to meet the rise in demand for blood and are appealing for new donors to step forward and join this amazing group of lifesaving people.
“We need 450 new donors every day to help meet the needs of patients right now and in the future. Please join this amazing club today and book an appointment to be part of the NHS recovery.”
23red has worked with the organisation for nearly seven years on campaigns such as ITV Blood Squad, Dynamic Blood Appointment and #YouthCertified.
The agency’s executive creative director and founding partner Sean Kinmont said: “Following the challenges that the NHS has faced during the pandemic, we are proud to have created the #ThisIsAmazing campaign with NHSBT to encourage more people to donate blood.
“Every blood donation can save or improve up to three lives and to highlight this, we sought out exciting online content to engage with new audiences and drawing a parallel to our need for life saving blood.”
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