Transforming blood and organ donation.
Driving a national movement for lifesaving change.
NHS Blood and Transplant
CLIENT
NHS Blood and Transplant is a special health authority responsible for the supply of blood, organs, tissues and stem cells. It collects and supplies blood to hospitals in England and is the organ donation organisation for the UK.
BRIEF
To develop a strategy to increase blood and organ donors, particularly among faith-based and BAME communities. The challenge was to effectively engage the UK Church as a key partner in promoting donation, creating a scalable model that could be extended to other faith communities. Kore was also tasked with researching and developing sustainable cross-sector partnerships to support NHSBT’s objectives.
Using our expertise in transformation and systemic change we recognised the strategic importance of faith communities, identifying the act of giving as a crucial pillar extending it to the physical body to initiate behaviour change. This led to the creation of the fleshandblood campaign, the first national effort to engage a faith-based community in promoting both blood and organ donation.
Our approach was rooted in comprehensive UX and ethnographic research, which provided critical insights into the cultural and religious factors that influence donation attitudes. Based on this research, we developed a cross-platform campaign strategy that combined digital engagement with direct community outreach.
Kore facilitated the first national partnership between the NHS and the UK Church, empowering church leaders with tailored resources and strategic guidance. This partnership model was so successful that NHSBT extended it to other faith communities, using the framework Kore developed. In addition, Kore provided consultancy to the Muslim Council of Britain, further broadening the campaign’s impact.
As a testament to the campaign’s success, Kore was invited to provide training sessions on audience engagement for regional NHS Blood teams and deliver a keynote address at one of NHSBT’s annual conferences.
IMPACT
The fleshandblood campaign resulted in a 96% increase in discussions about organ donation within faith communities and a 77% increase in mentions of blood donation, laying the foundation for broader engagement with other faith groups.
The campaign drove an 11% increase in blood and organ donors across the targeted segments, directly supporting NHSBT’s mission to save and improve lives.
Kore’s agile approach led to one of the most successful donor recruitment drives in NHS history, with a new donor registered every 85 seconds during peak campaign periods.
The model developed by Kore was adopted by NHSBT and extended to other faith communities, demonstrating the scalability and impact of our approach in driving systemic change.
Kore’s involvement with NHSBT extended beyond the initial campaign, including delivering training sessions for regional NHS teams and presenting a keynote address at NHSBT’s annual conference, reinforcing our commitment to sustained impact and leadership in public health initiatives.
96% ⏶
increase in discussions about organ donation within faith communities
77% ⏶
increase in mentions of blood donation
11% ⏶
increase in blood and organ donors across the targeted segments
85 sec ⏱
between donor registrations and the most successful recruitment drive in NHS history
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