• Econsultancy

How the NHS used social media to triple blood donor registrations

The number of new blood donors in the UK has fallen by 40% in the last decade, a worrying statistic for anyone aware of how critical blood transplants are in saving lives.

In a social media campaign that won them an award at the Masters of Marketing last year, NHS Blood and Transplant (NHSBT) took advantage of National Blood Week to try and turn the trend around.

The brief

A similar campaign the previous year generated more than 10,000 blood donor registrations, so that was the figure to beat in 2015.

17-24 year olds were the primary target. Young, first-time registrants are the