Brand: Give BloodClient: NHS Blood and TransplantAgency: MullenLowe London
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...