The campaign, worth 拢80,000, is set to target the 17- to 34-year-old demographic and will commence on June 5, finishing on July 16.
Its three key objectives are to encourage people to register online as blood donors, book an appointment at a donor session and urge them to become loyal donors.
Gavin Evans, head of marketing at the National Blood Service, said: "Recruiting new blood donors is enormously challenging. Digital channels provide our younger audience with a quick and easy opportunity to register their commitment."
Online media buying will be handled by i-level. The online element is part of an integrated campaign including television and radio advertising created by Delaney Lund Knox Warren & Partners. Media has been bought by ZenithOptimedia.
Dare beat DLKW Dialogue, the creative agency's digital arm to take the business. The COI digital roster consists of 15 agencies including Dare, Glue London, Wheel, EHS Braun and Euro RSCG, and is currently being reviewed.
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