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The UK's first joint blood and organ donor campaign.

 

We created the concept, strategy, narrative and content for the first national NHS campaign to jointly promote blood and organ donation in the UK, identifying faith groups as strategic partners and brokering the first national partnership between the NHS and the Church.

PUBLIC BODY  |  CHARITY  |  BEHAVIOUR CHANGE  |  CAMPAIGN  |  PARTNERSHIPS

THE DETAILS

96% of the UK depend on the other 4% to give blood and only 31% of the population are registered on the NHS Organ Donor Register. We isolated faith groups and in particular the UK Church as a key demographic for potential donors and worked with NHSBT to create the 'fleshandblood' campaign, developing the accompanying strategy, brand and narrative.

An estimated 10% of the UK regularly attends a church and for the majority of churchgoers, generosity is considered an element of their religious expression. We created a single communications narrative as a focus for fleshandblood: 'What if the Church saw blood and organ donation as part of its giving?' , and brokered the first national partnership between the NHS and UK Churches, comprising 13 national bodies and organisations, whilst also securing external funding for a two-year campaign.

Over the two year campaign, more than 50,000 local church leaders were directly informed and resourced, leading to a double digit increase in churchgoers who give blood and are registered on the NHS Organ Donor Register. 71% of churchgoers now report to seeing blood and organ donation as a part of their Christian giving or are open to the idea, with a corresponding 77% increase in churches mentioning blood donation and 96% increase on the topic of organ donation.

The campaign received support from seven Catholic and Anglican Archbishops including former Archbishop of Canterbury and presiding Master of Magdalene College Cambridge, Dr Rowan Williams. Inspired by the fleshandblood campaign, we commissioned Revd Dr Williams, a published poet, to pen his first poem since stepping down as Archbishop, which was subsequently published exclusively by The Guardian Newspaper. 

We also recorded traditional media reaches of 1.3 million for one-off events, 2 million twitter impressions for tweets referencing the campaign over a two week period and the most successful blood and organ donor recruitment drives in the history of the NHS.

OUR WORK

CONCEPT DEVELOPMENT  |  NATIONAL STRATEGY  |  RESEARCH  |

FUNDING MODEL  |  IA & UX  |  BRANDING & DESIGN  |

NARRATIVE & COMMUNICATIONS  |  ART DIRECTION  |

WEB DEVELOPMENT  |  EVENTS STRATEGY  |

 
11% increase in churchgoers who are blood donors and registered organ donors over the two year campaign to more than double the statistic of the regular population.

11% increase in churchgoers who are blood donors and registered organ donors over the two year campaign to more than double the statistic of the regular population.

One third of regular church goers now consider blood and organ donation to be a part of their faith, rising to 71% with those who are also open to the idea.

One third of regular church goers now consider blood and organ donation to be a part of their faith, rising to 71% with those who are also open to the idea.

Fifty thousand local church leaders across the UK and Ireland directly resourced with information and publicity regarding the campaign.

Fifty thousand local church leaders across the UK and Ireland directly resourced with information and publicity regarding the campaign.

Two million twitter impressions for tweets referencing the campaign during National Blood Week and National Transplant Week 2014.

Two million twitter impressions for tweets referencing the campaign during National Blood Week and National Transplant Week 2014.

77% reported increase in local churches mentioning blood donation.

77% reported increase in local churches mentioning blood donation.

96% reported increase in local churches mentioning organ donation.

96% reported increase in local churches mentioning organ donation.

Consultation for other faith groups in the development of complementary campaigns indigenous to their specific communities.

Consultation for other faith groups in the development of complementary campaigns indigenous to their specific communities.

The Archbishop of Wales, Revd Dr Barry Morgan, holds press event and donates blood at Cardiff football stadium.

The Archbishop of Wales, Revd Dr Barry Morgan, holds press event and donates blood at Cardiff football stadium.

The three most successful blood donor recruitment drives in NHS history. Recording one new donor every two minutes (over 4 days), every 90 seconds (over one day) and every 85 seconds (over one day).

The three most successful blood donor recruitment drives in NHS history. Recording one new donor every two minutes (over 4 days), every 90 seconds (over one day) and every 85 seconds (over one day).

Four BBC Radio 2 Pause For Thought segments dedicated to the campaign.

Four BBC Radio 2 Pause For Thought segments dedicated to the campaign.

Campaign model replicated, tailored and launched for All Ireland, marking the first cross-border partnership between public health providers  and churches for Northern Ireland and the Republic of Ireland.

Campaign model replicated, tailored and launched for All Ireland, marking the first cross-border partnership between public health providers  and churches for Northern Ireland and the Republic of Ireland.

Press coverage from The Guardian, BBC, The Daily Telegraph, The Independent, RTÉ and additional local and religious press.

Press coverage from The Guardian, BBC, The Daily Telegraph, The Independent, RTÉ and additional local and religious press.


 

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