NHS Blood and Transplant: National blood week 2023 – giving type

Britain's National Health Service (NHS) created the Giving Type campaign to increase blood donor registrations in Black communities during National Blood Week 2023.

Summary

How do you inspire Black audiences - which are diverse, disparate and historically distrustful of medical institutions and governments - to give blood?

This was our challenge when NHS Blood and Transplant tasked us with recruiting blood donors from Black communities to satisfy demand for rare blood types that can help treat sickle cell (a genetic blood disorder) in England. More and more Black people donate blood every year, but the NHS still needed significant numbers of new Black donors. How could we help them?

Creativity

We know from behavioural insights that people are more motivated to do something...

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