Advertiser: NHS Blood And TransplantAgency: EngineCountry: United Kingdom
Objectives
National Blood Week is a key date in NHS Blood and Transplant's calendar.
In 2015 there was an urgent need to recruit a new generation of donors, as registrations had plummeted a staggering 40% in the past decade.1
A disruptive communications campaign was required to spark conversations and initiate behaviour change on a national level.
Because the NHS is a non-profit government department, our objectives were not commercial: we were tasked with putting blood donation back on the public agenda.
Most importantly, our brief wasn't...