The campaign, ’See the power of blood donation’, created by agency 23red, also highlights the life-saving power of blood donations and uses innovative augmented reality technology to encourage the public to offer a virtual blood donation via an iphone.
It has gone live in Birmingham today (May 18) and will be on the Eat Street Screen at Westfield London from May 20. Experiential activity will support the campaign with advisors at both out of home locations signposting members of the public on how to register and become a blood donor.
Virtual Blood Donation uses an AR app which is connected to an image on the large format screens featuring an empty blood bag and an ill patient. Visual recognition is used to detect a sticker on a participant’s arm which then overlays an AR needle, plaster and tube onto the participant’s arm.
This triggers the blood bag on the screen to fill up and the virtual donor can watch as the image of the sick patient gradually returns to health.
Ian Trenholm, chief executive of NHS Blood and Transplant, said: "With just under 200,000 new donors needed every year, we need to find ways to show people the importance of blood donation. We hope that by getting people to give a virtual donation, we can get them thinking and explain what it takes to become a real life donor. The virtual experience gives an insight into the personal reward and satisfaction our loyal donors feel when they give blood and know they are saving lives. Each unit of blood donated can help save or improve the lives of up to three people."
Sean Kinmont, 23red founding partner and creative director said: "This innovative use of media and technology really brings to life the power of a blood donation and shows donors and potential donors how their gift of blood can save and improve lives."
The campaign illustrates this with real life recipients whose lives have been saved by the actions and donations of others
The NHS Blood and Transplant campaign is being amplified through online and social activity including sponsored posts on Facebook, Instagram and Twitter and organic social activity.
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