Successful PR campaign: Team Give Blood

Was reading last week's PR Week and find out about the most successful PR campaign. Team Give Blood campaign achieved impressive results over the busy period this summer. Therefore, it is more impressive because it had to compete with Olympics buzz and to attract more attention than Olympic Games itself. 

The objectives were to recruit, reactivate and remind donors to donate before the Olympics. Also, to encourage people with a rare blood type to donate and to maintain media interest.

One of the reasons why campaign was successful is creativity. To get media coverage and show who they are, images of eight blood donors were published. People bodies were painted with circulatory system and shot in iconic London locations. Moreover, they used national and regional TV and radio to announce about the campaign. Celebrity endorsement and social media were very useful tools to spread the word about the campaign. For instance, the images were sent to national and online media, so the celebrities were asked to tweet to their followers. All news and updates were posted on Facebook and Twitter as well as on blood.co.uk's website.

The results were shocking:

• 958 pieces of mainstream media coverage
• 140 broadcast items including BBC Breakfast and Sky News
• National coverage included The Sun, Daily Mail, Sunday Mirror and The Guardian.
• Calls to NHSBT increased by 29%
• received more than 10,000 mentions on social media
• NHSBT hit its 30% stock build target in time for the Olympics

In my point of view, all the campaigns are successful and can stand out of the crowd, then they are creative and know how to attract as much attention as they can. Team Give Blood campaign's images were so original and unique that it definitely wake peoples' curiosity.