NHS Blood and Transplant has unveiled a new campaign aimed at increasing blood donations.
The marketing drive, which was crafted by Havas London, will be target “key areas” of the country where blood stocks are lowest.
Central to the campaign is a 30-second hero film, directed by Blair Macdonald of Novemba Films, that showcases a blood donor and a recipient. The spot opens with a casualty receiving an emergency blood transfusion after a car crash from real paramedics.
Helen Duggan, assistant director of marketing and creative services, NHS Blood and Transplant said: “Every day thousands of amazing people give blood. But despite this, blood stocks this year have been critically low. We need to inspire more people to take action and book an appointment.
“This powerful new creative demonstrates the extraordinary life-saving impact blood donors have, even when they are worlds apart from the person in need.”
To ensure authenticity, the scene was created using testimony from paramedics and Helicopter Emergency Medical Service (HEMS) crews.
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The video then transports viewers to shots of a man relaxing at home, watching TV. A voiceover at the end of the film said: “When you give blood, you don’t know who it will help, you just know you’ll be there when it’s needed most.”
Academy managed production, while media was handled by MG OMD.
Dan Cole, executive creative director, Havas London added, ‘’Blood donors are heroes. Along with paramedics, they’re first on the scene of an accident. They’re in operating theatres, in the premature baby unit and saving thousands of lives everywhere, every day. Or at least their blood is.
“The idea of being there for someone who needs it, without actually being there, is a powerful reason for more people to roll up their sleeves and become a giving type. If you’re reading this and can give, please do it. You even get free biccies.‘’
It will run across video-on-demand, online video, social media, radio, digital audio and out-of-home executions at targeted sites in London.
The radio campaign features four custom scripts highlighting patients’ stories.
