An aging population and blood donation shortage in the UK mean younger and male donors are vital to having enough blood to maintain regular supplies. ITV2 partnered with NHSBT to help address this issue as well as leveraging this brand purpose to shift perceptions of ITV2 as a youth brand.
A wealth of quantitative data existed which spelt out the reasons that people gave for not donating, but qualitative depth interviews using laddering techniques helped unearth the real problem: people were scared. We knew we had to address the emotional fear barrier in order to overcome the functional excuses.
We borrowed from Behavioural Economic social factors to help circumvent the fear barrier. We created the ITV Blood Squad, knowing that people are more likely to do something if “people we like and people like us” do it too.
Focusing on the sociable and sharable and on a limited budget of £250k we leveraged two key youth channels: cinema and social. We tapped into social occasions around cinema at Halloween and created sharable content for social showing relatable talent giving blood.
The campaign demonstrated enough registrations to save up to 60,000 lives and a significant uplift in sentiment towards ITV2.