Winter is often characterised by low levels of blood stocks. Stocks fall as donors struggle to find time to donate amongst all their other competing commitments. This situation is exacerbated as there is an increase in the number of colds which prevents many from donating. The decrease that the NHS saw meant it was crucial to raise awareness of the effects of giving blood, moving people from positive belief to positive action.

The media approach given to the NHS – Give Blood campaign by Audience2Media was to create an individual sense of responsibility to avoid the bystander effect whereby mass appeals for help are left for others to take heed of. Using behavioural and contextual targeting we were able to identify users showing interests in giving blood and serve them an NHS Give Blood ad to encourage donors to sign up.