Challenge

NHS Blood and Transplant still needs 5,000 blood donors every day to make sure hospitals have enough blood. We needed to create a sense of urgency with a behaviour change campaign to encourage people to donate now.

Insight

Time and convenience are the key barriers to donating blood.

Solution

We developed a dynamic digital OOH campaign, deploying nudge theory techniques to both increase continuous donations from the same individual as well as encouraging new donors to give. 

A combination of nudges including making donating easy by highlighting local donor centres and using scarcity to highlight the urgency to take action, motivated people to do just that.