NHS Blood and Transplant launch new creative platform designed to build a nation of giving types

Today, NHS Blood and Transplant – the Special Health Authority dedicated to saving and improving lives through blood donation and organ donation, has launched a new creative platform during National Blood Week, which is designed to appeal for more people to become life-saving donors. The campaign particularly aims to appeal to people of Black heritage who are urgently needed to provide life-saving blood to sickle cell patients. Black donors are more likely to have rare blood types needed for people with blood disorders who receive regular transfusions, like sickle cell.

An integrated campaign between Havas agencies, the platform was creatively conceived and executed by Havas London, with PR handled by Red Havas. The cross-channel campaign represents the first work by Havas London, since being appointed as strategic and creative partner for NHS Blood and Transplant, following a competitive pitch last year. The three-year contract was awarded through the Crown Commercial Service Campaign Solutions framework upon the conclusion of a process that kicked off in February 2022.

Sitting at the heart of the multi-channel campaign is a 30 second hero film led by British actor, rapper and comedian Michael Dapaah. Delivering a rally-cry for new blood donors as he walks down a busy British high-street, Dapaah reassures individuals, who ask ‘’Am I the giving type’’?

From a woman helping a mum carry a pushchair up some porch stairs, to a barber who gives dating advice, the individuals represent those who give back in their daily lives through different means– relaying the platform message that no matter what giving type you are, NHS Blood and Transplant need your type. To further enhance this message, the film ends with Dapaah speaking to the camera, waiting in line to donate blood at a real-life donor centre.

Alongside the hero film, the creative platform also features a striking new mural which honours inspirational members of the Black community who are giving types from across England and who are donating blood. Executed by Red Havas in partnership with the NHS Blood and Transplant internal media and PR team and created by British street artist, Dreph, the ‘Giving Type’ mural will be on display to the public in Stockwell Hall of Fame, London, for the duration of National Blood Week, 12 – 18 June.

The creative platform is live from the 12th of June, with the hero 30 second film sitting across TV and VOD - with an adaptation for radio, alongside a 20 second cut down available on YouTube. The creative platform also runs across social, radio and OOH. Media planning and implementation is handled by Manning Gotlieb OMD, who are harnessing new channels and test and learn opportunities to reach a diverse and targeted audience.

One exciting media innovation is the use of live appointment data to drive the placement of advertising. The geo-targeted advertising will highlight available appointments, driving efficiency and increased donation rates. Initially trialled on social during the launch, the expansion will include OOH and Digital Audio.

Helen Duggan, Assistant Director of Marketing and Communications at NHS Blood and Transplant said: ‘’We are really excited about this campaign, using behavioural science, we hope to educate people on the life-saving act of donation. It has been great to see an integrated approach with the NHS Blood and Transplant team and our agencies.’’

Vicki Maguire, Chief Creative Officer, Havas London added: ‘’ It’s an honour to work on a campaign that will make an impact on so many lives… and for me, this one is personal. I’m proud that so many people in the industry and beyond, have come together to make this happen’’.