With levels severely depleted NHS blood reserves had reached crisis point. The low stocks of blood type O and A were a particularly cause for concern and, as part of National Blood Week the NHS Blood and Transplant service wanted Britain to sit up and notice.



Tasked with raising awareness of the severe lack of blood type O and A during National Blood Week, and recruiting people to donate (only 4% of people regularly give blood) we needed to do something different. We also needed to tap into Modal Britain’s strong sense of community and their love for the NHS.

Modal Britain believes that the NHS must be cherished, valued and supported. We know that they care about its future and are always keen to know what they can do to help.



Our answer was to empower our readers to Be a lifesaver, showing them that everyone has the power to save a life and was a campaign idea that editorially we could rally behind.

The Daily Mirror dropped the A and O from its masthead on the first day of the campaign to raise awareness of the depleted blood types and we secured prime placement editorial in the headline news pages across five regional and three national titles encouraging our readers to answer the call.



  • Although part of a large national campaign across all media platforms, our solution accounted for 21% of the overall opportunities to see (OTS).
  • Our execution achieved the highest reach frequency for all UK adults.