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NHS Campaign strategy to increase blood donations


NSH Blood and Transplant approached Mobas to work with the team to create a campaign strategy to encourage recruitment of blood donors across the UK. Looking to increase blood donations by 30% throughout the UK, the campaign had to appeal to a wide target market – with everyone being a potential donor.


We worked with NHS BT to create a campaign strategy which would appeal to many differing demographic groups. Extensive research was carried out to further understand the complexities and decision-making process around donating blood, including speaking with different audiences and carrying out workshops to gather insights. We investigated the processes involved in donating on a national scale and took time to understand the national network of donation centres.

The strategy simplified the booking and donating processes to make it more appealing for donors. We created a campaign concept which was inclusive to all relevant audiences, engaging and personal; it highlighted the human touch to donating blood.

  • An increase in awareness in blood donations.
  • An improvement in donor experience.
  • A 20% increase in donors in the 10 months following launch.
  • An increase in broader NHS Blood and Transplant services.
  • An increase in repeat donor appointments.

At Mobas we utilise invaluable brand strategy expertise and health sector experience to create meaningful campaigns that connect. To find out more, email us at

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+44 (0)1223 841699