The agency has been brought in following a pitch process, with a brief that includes helping spread awareness of NHSBT’s flagship events – National Blood Week and Transplant Week.
NHSBT director of comms Léonie Austin said a big PR drive would be required in the context of this year’s bumper crop of events – such as the Olympics and Diamond Jubilee – which could distract people from donating.
‘People may not be so good at keeping their appointments, so it’s a big challenge for us to remind people to donate blood and bring in new donors,’ said Austin.
The agency team will be led by Red director Emily Morgan, who said that although people agreed with the campaign’s messages, ‘we need to inspire them to take immediate action’. She added there would be a focus on ‘high-impact but low-cost activities’ that would offer a ‘strong call to action’.
The consumer campaign, one of the last PR briefs won through the COI roster, is aimed at spreading the word through a range of media.
Broadcast media will be a priority, with ‘sofa shows’ such as The One Show and Daybreak targeted.
There will be ongoing work around blood donation, which culminates in National Blood Week in June, while for Transplant Week in July the focus will be around the event itself.
Included in the strategy will be digital and creative work that will look to include celebrity endorsement.
The brief will last for a year, with the option of renewal for the following two years.