The campaign 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 first party data from NHSBT is used dynamically 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 innovation in this partnership comes from the immediacy, locality, and relevance of the data. The work 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. 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 Out of Home ads also feature photographs of real blood recipients, shot by renowned photographer, Dylan Collard. The images reflect the diverse audiences that NHSBT needs to reach and include photos of a black man and woman to try and 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.
Sean Kinmont, founding partner and creative director of 23red, 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 normalize 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.”
Ceri Rose, director of marketing and communications at NHS Blood and Transplant, 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.”
Louise Stubbings, creative director at Clear Channel said, “This campaign is the gold standard for digital Out of Home – perfect planning to target the right locations, alongside data-led copy that’s relevant for the audience, and beautiful engaging visuals. We’re exceptionally proud to be working with NHS Blood and Transplant and 23red on this campaign, which will make a real difference in saving lives around the UK.”