Give Blood: #Represent – Empowering a generation to take on a worrying inequality

NHS Blood and Transplant, a British blood and organ donation brand, partnered with the MOBOs, a brand that champions Music Of Black Origin, to transform the way it approached the young BAME community and address the worrying lack of black and Asian blood donors in the UK.

Campaign details

Brand: Give Blood Client: NHS Blood and Transplant Agency: MullenLowe London

Executive summary

For a generation with equality at the top of the social and cultural agenda, 'diversity' can be a surprisingly unhelpful word; a lazy word that can make people think the issue is being addressed, when actually it's not.