NHS Blood and Transplant uses live transfusion data to encourage donations

NHS Blood and Transplant has launched a digital out-of-home (OOH) campaign spanning 100 sites around the UK, in an effort to boost the number of regular blood donors by emphasising the personal and local benefits of blood transfusion.

Devised by creative agency 23red the campaign harnesses live data to inform donors of the volume of appointments available in their local area, including the precise location, distance and number of first-time donors seen in the past week.

This information will be further personalised by photography of real patients who have benefitted from donated blood, marrying immediacy, locality and relevance in the dynamic campaign.

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 NHS Blood and Transplant 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.”

Launched accross 100 Clear Channel sites around the country; including Leeds, Sheffield and Bradford, the campaign depicts a diverse range of patients in a bid to encourage more black donors to step forward.

The same team previously released a campaign promoting the importance of joining the NHS Organ Donor Register.

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