As part of their involvement in the fleshandblood campaign, we provided concept development, logistics and event management for the Church of England to run a high-impact, national marketing event that highlighted the generosity of blood and organ donation.



We developed the concept of gift-wrapping a UK Cathedral to highlight the Church of England's involvement in the fleshandblood campaign, supporting the NHS to promote blood and organ donation. The gift-wrapping spoke to the narrative of 'generosity' and 'gift' employed by the campaign, highlighting and championing the physical gift of blood and organs donated for transplant given by thousands of people every year in the UK and encouraging the public to engage, becoming donors and advocates of donation.

Following initial support of the concept, we worked alongside the Church of England to isolate Carlisle Cathedral as a host for the ribbon, acting as a strategic geographic location in the North of England and with existing campaign support from the Bishop of Carlisle, Lead Bishop on Healthcare for the Church of England.

Our team developed and ran the event logistics, liaising between the NHS, Church of England, manufacturers and local contractors to produce a custom-made 200 metre long, three metre high red ribbon with a five metre high bow to wrap around the facade of the historic building in Carlisle's town centre. Event management also covered a press reception, an event for invited guests and social media management.

The PR event marked a global first for a gift-wrapped cathedral and coincided with National Transplant Week in the UK. Traditional press coverage had an estimated reach of 1.3 million people on the day, including local media and TV coverage from ITV News. On social media, 580,000 Twitter impressions were generated from tweets referencing the event or the campaign.