Clear Channel and 23red, alongside NHS Blood and Transplant (NHSBT), launched a unique campaign across digital out-of-home (DOOH). The campaign used live data from local donor centres along with images of real blood recipients, with an agenda of regularizing blood donation and making it more personal and local.
The first party data from NHSBT was used dynamically to make people aware of the volume of appointments available that day or week at their nearest donor centre. It also showed its location, walking distance, the volume of first time donors seen there in the past week, and the number booked to give blood that day.
The innovative nature of this partnership is mainly due to factors such as importance, locality, and relevance of the data. The dynamic campaign targeted people specifically in their local area and provided a suite of real-time information and data which supported the call to action to give blood. The use of first party data combined with the sheer volume of dynamic elements in this campaign is unmatched in its complexity.
While doing that, it encouraged people to visit their closest permanent donation centre, as compared to depending on mobile donation centres, by raising awareness about how many other people are donating, are planning to donate, and just how close these centres are to their workplaces and homes.
The DOOH adverts also featured photographs of real blood recipients, shot by renowned photographer, Dylan Collard. The images reflected the diverse audiences that NHSBT needs to reach and included photos of a black man and woman to try and inspire more black donors to help treat those with sickle cell disease, and an image of a mother and child, conveying the need for blood during childbirth.
The campaign was launched across 100 sites in close proximity to permanent blood donor centres in Leeds, Sheffield, London, Liverpool, Birmingham, Gloucester, Bradford and Poole.