The pandemic hit blood donations hard with active blood donors dropping to their lowest level for 25 years.

NHS Blood and Transplant urgently needed to plug the gap by recruiting thousands of new donors, and so that the supply could be future proofed, they needed to be young and from every community.

Our audience used social media avidly, so we partnered with content creators to showcase AMAZING skills and stunts that mirrored the AMAZING fact that each donation can save up to three lives.

Our audience loved it and using the hashtag #ThisIsAmazing they watched our life saving messages extensively across social. The campaign extended across paid media with 30 second TVC’s, national radio, high-profile partnerships that delivered bespoke activity and social influencers who boosted engagement by drawing parallels with their own amazing content. #ThisIsAmazing delivered NHSBT’s best performing social media engagement ever and generated 33,000 new registrations while it ran.