The campaign, in support of the NHS body's ongoing work to maintain regular blood donations, will run alongside a drive to add 35,000 bone marrow donors to its 80,000-member register this year.
It has appointed Sinclair Mason-Harrison Cowley to run the campaigns after a competitive pitch. The agency will help organise a national event with celebrity backing in London on the day, alongside seven other regional events.
'We are making a concerted effort to get coverage in as many media as possible,' said Sinclair Mason-Harrison Cowley account director James Wright, who leads the account, reporting to the service's head of comms Chris Hartley.
Case studies will be sent to national and regional broadcast and print media between now and June.
The agency will also run regular media campaigns in national and regional broadcast and print media to sustain numbers of people giving blood and to recruit bone marrow donors throughout the year, said Hartley. 'Our challenge is to collect 8,000 blood donations a day and keep stocks healthy,' he said. 'We want to build the bone marrow register so people have a better chance of finding a match for transplants.'
Campaigns for blood donation will be boosted at times when stocks run low.