The campaign, being run by the National Blood Service (NBS), carries the slogan OneBlood and got under way on Monday with a photocall in London. The campaign is aiming to increase the number of ethnic minority blood donors from 15,000 to 18,000 by August next year.
Focus Consultancy is working alongside the NBS on the campaign, which is targeting second and third-generation ethnic minorities in England.
The vast majority of blood donors in the UK are white.
Promotional work is to target ethnic minority community leaders and health and women’s organisations. Leaflets, posters and other advertising will be used.
Baroness Howells OBE launched the campaign on Monday.