OOH works with NHS Blood and Transplant to call for donations

NHS Blood and Transplant is using the power of the public screen to deliver a digital Out-Of-Home campaign across key London Rail stations to encourage audiences to donate blood and help fill shortages.

Displayed across Victoria, London Bridge and King's Cross stations throughout National Blood Week (10-16 June), the push is appealing for more O-type blood donors.

Copy for the DOOH ads uses live train departure data to show passengers how many donations the NHS will need in the short time they are waiting for their train.

The display showing an outbound train and the time until it leaves.

The display showing the number of donations the NHS needs in that time.

For example: “The 16.46 to Littlehampton leaves in 5 minutes” followed by “In those 5 minutes, the NHS will need…15 lifesaving blood donations.”

Nadine Eaton, Head of Marketing, transfusions at NHS Blood and Transplant, said: “Blood donation is a hugely important issue with the NHS needing three donations every minute to maintain hospital blood stock levels. We’re really excited to raise awareness of this need and drive donations during National Blood Week using this innovative OOH technology.”

The activation was planned and booked through Omnigov at Manning Gottlieb OMD, Posterscope, and LivePoster.