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NHS Blood and Transplant's new TV campaign uses the metaphor of a traditional British milkman delivering milk to those in need.

The aim is to encourage people to become blood donors by making them feel close to those who need it. The spot, created by Pablo London and directed by Tom Beard through Prettybird, features past blood donation recipients as well as current blood donors, and is narrated by Academy Award-winning actor Jim Broadbent. The NHSBT needs nearly 700 new donors every day to cover the country’s blood requirements.