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Dynamic Blood Appointments

/ January 22nd 2020

The campaign launched in 100 sites across the country, in close proximity to permanent blood donor centres. The campaign generated 3,296 registrations representing a 43% year on year increase in registrations (compared to a period with no paid media). Dynamic cities had 11% more registrations than static cities.

NHS Blood & Transplant (NHSBT) wanted to make blood donation more personal and local, with the goal to ultimately encourage more people to give blood. NHS Blood and Transplant (NHSBT) needs 5,000 blood donations every day to meet the needs of patients across England. To meet this need, a consistent blood supply is needed.

Partnering with Clear Channel UK and 23red in January 2019, NHS Blood and Transplant created the first digital out of home campaign that combined both images of real blood donation recipients, along with live data from NHSBT donation centres.

The data was used dynamically to make the public aware of the volume of appointments available that day or week at their nearest donor centre. The screens also showed donor centre location, walking distance, the volume of first-time donors who had attended an appointment in the past week, and the number booked to give blood that day.

The images of previous donation recipients – shot by photographer Dylan Collard – were deliberately used to represent and reflect the diverse audiences that NHSBT needed to reach. For example, the campaign included images of a black man and woman in order to try and inspire more black donors to help treat those with sickle cell disease, and a photograph of a mother and child was used to highlight the need for blood during childbirth.

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