NHS Black Heritage Blood Donation

The NHS Black Heritage Blood Donation PR Campaign was delivered by ESPR, a Black-led independent, diverse and inclusive London-based PR and communications company, in April 2023.

The aim of the campaign was to encourage more Black heritage blood donors to come forward, raise awareness of sickle cell and ethnically matched blood, and encourage repeat donations from younger target audiences of Black heritage. This awards entry shows the strategy that was executed to deliver the campaign which ESPR secured early 2023 following a successful pitch and the successful results achieved - both in relation to media coverage and impact on registrations. The campaign story resulted in 69 pieces of media coverage in mainstream media outlets and media outlets targeted at black communities. These included both TV and Radio in outlets such as BBC News, Sky News, C5, ITV London, Times Radio, LBC, Colourful Radio; as well as Print and Online in The Guardian, The Independent, The Mirror, Daily Express, Evening Standard and the Metro. The impact on registrations resulted in a 33% increase in new Black heritage donor registrations w/e April 23 and on 20 April - a massive 318% increase compared to the daily average. The campaign also extended to successful outcomes/learnings for the NHSBT Team. Amongst these included prioritising operational matters and ensuring the NHS Blood Donation Centre are satisfied with the running of the centre and relationships with the team and having a continued positive relationship with Westfield shopping centre, where the donation centre is based.