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NHSBT launched a Give Blood campaign featuring former England rugby players on the same day as the start of the 2015 Rugby World Cup.

The campaign began with a TV spot, which first aired on 18 September, showing a dead rose being revived by drops of blood as the voiceover (by Sir John Hurt) talks about how only 3 per cent of the UK population is willing to support the country by bleeding for England. The supporting press and poster campaign features members of England’s 2003 World Cup-winning squad, including Jonny Wilkinson and Martin Johnson. The campaign was created by Pablo, and is the agency’s first since being launched. Ben Kay, who was also a member of the 2003 England squad, is one of the founders of Pablo and also features in the print ads.