NHS Blood and Transplant has today (12 June) launched a new creative platform to coincide with National Blood Week, which looks to encourage more people to become life-saving donors.
Designed by creative agency Havas London, the campaign will aim to drive greater numbers of donors from the black community – who are desperately needed to help provide blood for patients suffering from sickle cell disease.
Assets will be spearheaded by a 30-second spot led by actor, comedian and rapper Michael Dapaah who interacts with a wide range of people on a busy high street to illustrate how anybody can be ‘the giving type’.
Running across TV, video-on-demand, radio, social media and out-of-home, the campaign’s media planning and buying was handled by MG OMD.
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‘’We are really excited about this campaign, using behavioural science, we hope to educate people on the life-saving act of donation. It has been great to see an integrated approach with the NHS Blood and Transplant team and our agencies,” NHS Blood and Transplant assistant director of marketing and communications, Helen Duggan said.
The work marks Havas London’s first for the health service since securing its account at the conclusion of a competitive pitch process last year.
Havas London chief creative officer, Vicki Maguire added: ‘’It’s an honour to work on a campaign that will make an impact on so many lives… and for me, this one is personal. I’m proud that so many people in the industry and beyond, have come together to make this happen’’.
