The Judges' Special Award for Innovation in Healthcare Communications

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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 clever and well executed campaign. The concept of employing David Bowie's Heroes was clever and innovative. The campaign brilliantly leveraged celebrity endorsement and utilised creative tactics to make donating blood more accessible to the general population. Finally, clear insight also drove increased awareness and undisputed public action.