NHS Blood & Transplant calls for donors in Havas debut

NHS Blood & Transplant is jumping aboard National Blood Week to launch a new campaign, urging more people – especially those with Black heritage – to become life-saving donors.

Black donors are more likely to have rare blood types needed for people with blood disorders who receive regular transfusions, like sickle cell.

The integrated campaign is the first work by Havas London since it was appointed in August last year as strategic and creative partner for NHS Blood & Transplant, following a competitive pitch.

It is a joint initiative between Havas agencies, with the creative conceived and executed by Havas London, and PR handled by Red Havas.

Sitting at the heart of the multi-channel campaign is a 30-second film led by British actor, rapper and comedian Michael Dapaah. Delivering a rallying cry for new blood donors as he walks down a busy British high-street, Michael reassures individuals, who ask “Am I the giving type’”?

From a woman helping a mum carry a pushchair up some porch stairs, to a barber who gives dating advice, the individuals represent those who give back in their daily lives through different means– relaying the message that no matter what giving type you are, NHS Blood & Transplant needs your type.

To further enhance this message, the film ends with Michael speaking to the camera, waiting in line to donate blood at a real-life donor centre.

Alongside the film, there is a new mural created by British street artist Dreph, which honours inspirational members of the Black community who are giving types from across England and who are donating blood.

Executed by Red Havas in partnership with the NHS Blood & Transplant internal media and PR team, the ‘Giving Type’ mural will be on display to the public in the Stockwell Hall of Fame, London, for the duration of National Blood Week.

The 30 second film will run across TV and VOD – with an adaptation for radio, alongside a 20 second cut down available on YouTube. This will be supported by social, radio and OOH activity. Media planning and implementation is handled by Manning Gotlieb OMD, who are harnessing new channels and test and learn opportunities to reach a diverse and targeted audience.

One innovation is the use of live appointment data to drive the placement of advertising. The geo-targeted advertising will highlight available appointments, driving efficiency and increased donation rates. Initially trialled on social during the launch, the expansion will include OOH and digital audio.

NHS Blood & Transplant assistant director of marketing and communications Helen Duggan said: “Using behavioural science, we hope to educate people on the life-saving act of donation. It has been great to see an integrated approach with the NHS Blood & Transplant team and our agencies.’’

Havas London chief creative officer Vicki Maguire added: “It’s an honour to work on a campaign that will make an impact on so many lives… and for me, this one is personal. I’m proud that so many people in the industry and beyond, have come together to make this happen.”