NHS Blood and Transplant and MOBO have joined forces to help drive registration of black and Asian blood donors with the online film ‘Represent’.
Created by MullenLowe London, the film features UK grime artist Lady Leshurr, and showcases UK celebrities including Olympian Nicola Adams, TV presenter Ade Adepitan and MP Chuka Umunna.
Based on the insight that less than 3% of people who gave blood in the last 12 months came from black or Asian communities, and that people from these communities are more likely to have rarer blood types, NHS Blood and Transplant engaged MOBO as it enters its 21st MOBO season.
“MOBO has always had a social and cultural responsibility beyond the parameters of music, so we are proud to offer out platform and voice to play a part in delivering this important blood donation message,” said Kanya King, founder and chief executive of the MOBO Organisation.
“With people from black and Asian communities more likely to have rare bloody types, it is vital that we step forward and ensure we are represented in donor centres. By becoming a blood donor, you can become a lifelong lifesaver. It’s time to change. It’s time to represent.”