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Media: Strategy Analysis - Making blood an ethnic concern.(National Blood Service )
Brand: National Blood Service Client: Gavin Evans Brief: Communicate the importance of blood donation to ethnic communities Target audience: Socially conscious adults Budget: Undisclosed AGENCIES Media: Mark Eaves, Drum PHD/COI Communications Creative: Drum PHD Production company: DFG Films Marketing support: Focus Consultancy
The National Blood Service identified that blood donation among ethnic minority groups is relatively low, while a broad ethnic mix brings clinical benefits. Drum PHD worked with the NBS to try to change fundamentally how this audience felt about giving blood. This called for an alternative to traditional response-led advertising.
The planning process identified TV as the lead communication channel.
Drum realised it needed to deliver a rich, emotive and detailed message.
Drum needed content that was vital, engaging and reminded people of their role in society. In short, the agency needed the NBS to get involved in generating TV programming.
EXECUTION
PTelevision Drum approached Channel 4 and secured a short film slot (Monday to Thursday) after Channel 4 News for the week commencing 13 September.
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