Winner
National Blood Week 2013: Know blood give blood
by The Red Consultancy for NHS Blood and Transplant
Summary of work
Understanding the uses of blood encourages more donors to give... but educational messages need creative clout to cut-through. The campaign was launched with a topical image of ‘comeback king’ David Bowie inviting past donors to become a ‘hero’ once again, and the compelling call to action, ‘Know Blood Give Blood’, appealed also to first-time donors to make their contribution. Enviable broadcast coverage and pro bono celebrity support provided mass appeal, backed up with digital content shared among the donor community.
Judges’ comments
This was a really inspired, attention grabbing idea that achieved cut-through, despite fatigue around awareness weeks. The live blood donations really gave context, clarity and great traction, and overall the initiative achieved a significant number of blood donations. A really excellent campaign.
