NHS Blood and Transplant / Blood Donation
Making blood donation personal, local and relevant
The Dynamic Blood Appointment
In partnership with Clear Channel
The Challenge
NHS Blood and Transplant still needs 5,000 blood donors every day to make sure hospitals have enough blood. We needed to create a sense of urgency with a behaviour change campaign to encourage people to donate now.
The Insight
Time and convenience are the key barriers to donating blood.
Watch the case study
The Solution to create change
We developed a dynamic digital OOH campaign, deploying nudge theory techniques to both increase continuous donations from the same individual as well as encouraging new donors to give.
A combination of nudges including making donating easy by highlighting local donor centres and using scarcity to highlight the urgency to take action, motivated people to do just that.
We captured live appointment data from local blood centres and paired it with striking portraits of real life blood recipients by renowned photographer Dylan Collard.
Impact
+23%
increase in registrations post-campaign
55%
Increase in registrations during the campaign period
Awards
The campaign won Gold for Best Creative Use of Data at the DMAs, alongside Silver for Best Use of Out of Home and Bronze for Best Use of Data and Insight. It won Best Digital Campaign at the Drum Social Purpose Awards, Gold for Community Social Impact at the Outdoor Media Awards, was shortlisted at the Campaign Media Awards and included in the Creativepool Annual in the OOH category.