We Made This
Back in October 2015 we proudly announced that our 'virtual blood donation' idea won the Interactive category in Ocean Outdoor's Digital Creative competition. Worth £100,000 in free outdoor media for our client, NHS Blood and Transplant (NHSBT) all that remained was for us to make our vision a reality.
Fast forward 8 months and the time is finally here for members of the public to experience virtual blood donation for the first time.
From the 18th to 22nd May shoppers on Birmingham New Street and in Westfield Shepherds Bush will have the opportunity to become a virtual blood donor and see the life-saving transformation of patients before their eyes. We're aiming to inspire those who have never given blood before to register to donate blood for the first time.
The engagement and impact of this activity will driven by two firsts:
1. The development of an augmented reality app that triggers animation on Ocean Outdoor's large format screens. The image on the screens features an empty blood bag and an ill patient. Visual recognition is used to detect a sticker on a participant's arm which then overlays an AR needle, plaster and tube. This triggers the blood bag on the screen to fill up and the virtual donor can watch as the image of the sick patient gradually returns to health
2. The use of three people whose lives have been saved by blood transfusions, transforming them from ill to well. We know from NHSBT research that true stories of lives being saved by the generosity of blood donors has the most impact in driving new donor registrations. However, this is the first time blood recipients have featured in a campaign in this visually powerful way (or had to pose as models!)
In addition to the experiential activity, we'll be ensuring everyone has the chance to see our patient transformations across paid social media. It has been a real labour of love for all concerned and a hugely collaborative process which we're incredibly proud of.
Special thanks go to NHS Blood and Transplant, Ocean Outdoor, Jolly Good Digital, Smoke and Mirrors, Julian Calverley and Claire Louise.
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