Excellence in Media Relations

Summary of work

This media relations activity received blanket coverage across the UK* and generated an immediate public response. In one day, 30,000 people visited blood.co.uk and calls from potential donors increased by 29%. Within one week we reversed the downward trend of blood donations.

The summer of 2012 posed a huge challenge for NHS Blood and Transplant. A series of major events (Jubilee, Euros, Olympics) threatened to negatively impact on the life-saving supply of blood donations as the nation’s routines were disrupted.

With severe public sector budget restrictions in place, we were tasked with undertaking low-cost but high-impact media relations to launch a public appeal to increase blood stocks in time for the Olympics. This media outreach was designed to kick-start a further three months of PR activity to drive continued donations so needed to set the scene of why donations are vital but not cause public fear about a potential shortage.

*(264 pieces of mainstream coverage including all TV news channels)

“This campaign captured the mood of a nation and delivered on target to tight deadlines ensuring that patients and hospitals could enjoy the Games safe in the knowledge that the national blood banks would cater for any unusual demand requirements.“
Jonathan Latham, Assistant Director, NHSBT

Judges comments

This was an imaginative, simple, clear and cost-effective campaign that delivered great results, driving people to the website as potential blood donors and potentially saving lives. There must have been an incredible light bulb moment when the team came up with the idea, they have set the bar really high and it will be difficult to follow next time around - we wait with anticipation.