The Dynamic Blood Appointment
In partnership with Clear Channel
Every day thousands of people’s lives are saved or improved thanks to the generosity of blood donors.
But NHS Blood and Transplant still needs 5,000 blood donors every day to make sure hospitals have the right supply of blood. We needed to create a sense of urgency with a behaviour change campaign to encourage people to donate now.
Time and convenience are the key barriers to donating, so if we could let people know how many appointments were available today and how close their nearest blood donor centre was, then we could hope to overcome these barriers.
Watch the case study film
We captured live appointment data from local blood centres and paired it with striking portraits of real life blood recipients by renowned photographer Dylan Collard.
Through a strategic media partnership with Clear Channel, we plugged into a network of over a 100 dynamic digital Out of Home sights on high streets across England, in close proximity to permanent blood donor centres in Leeds, Sheffield, London, Liverpool, Birmingham, Gloucester, Bradford and Poole.
Our data specialists worked with Clear Channel and anonymised data from NHSBT to create a dynamically updated system, making people aware of the volume of appointments available that day or week at their nearest donor centre. We also showed walking distance, the volume of first-time donors seen in the past week, and the number booked to give blood that day.
In normalising blood donation by making it more personal and local, it encourages people to visit their closest permanent donation centre, as opposed to relying on mobile donation centres, by making them more aware of how many other people are donating, are planning to donate, and just how close these centres are to their workplaces and homes.
Accolades
The campaign won Gold for Best Creative Use of Data at the DMAs, alongside Silver for Best Use of Out of Home and Bronze for Best Use of Data and Insight. It won Best Digital Campaign at the Drum Social Purpose Awards, Gold for Community Social Impact at the Outdoor Media Awards, was shortlisted at the Campaign Media Awards and included in the Creativepool Annual in the OOH category.