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

James Dawkins and Paul Wilde

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 BloodClient: NHS Blood and TransplantAgency: 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.

The NHSBT's blood stocks are diverse, but just like in wider culture, some sections of the population are worryingly under represented. This is a story of how we started to transform some of those inequalities by focusing not on diversity, but on representation. A...

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