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Blood Art-ery

by The Red Consultancy for NHS Blood and Transplant

Summary of work

Winner: Blood Art-ery

This media relations activity received blanket coverage across the UK* and generated an immediate public response. In one day, 30,000 people visited 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 campaign used exceptionally creative content to overcome the challenges of an already well-reported topic. They integrated traditional and digital media to great effect, which met the objective of replenishing blood-stocks for the Olympic Games. A brilliant achievement.

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Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253