Stv's logo will change colour from blue to blood red from 29 December, as the channel appeals to all viewers to give blood over the New Year and festive period.
The red logo will appear on-screen around all commercial breaks on 29 December and throughout stv's website, stv.tv.
Stephen Jardine, presenter of The Five Thirty Show, will front a 20-second on-air promo to encourage viewers to get behind the campaign, and a new micro site, stv.tv/giveblood, will offer useful information about the Scottish National Blood Transfusion Service, how to become a blood donor and how blood donation can help save lives.
The Give Blood campaign will be further supported with two on-air commercials; a 40-second execution with an emotive message and a 10-second version with a direct call to action, urging viewers to give blood at this crucial time of year. The two ads, created by The Bridge, will air on 29 December.
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