We conducted the research, provided information architecture and developed the campaign and content strategies for the first national NHS campaign to jointly promote blood and organ donation in the UK, identifying faith groups as strategic partners and brokering the first national partnership between the NHS and the Church.
Only 4% of the UK population regularly give blood and just 31% are registered on the NHS Organ Donor Register. Through UX Research we isolated faith groups, and in particular the UK Church, as a strategic user group for potential donors and worked with NHSBT to create the targeted 'fleshandblood' campaign.
As part of our discovery phase, we conducted ground-breaking research with over 3,000 participants on attitudes towards donation and faith while also conducting ethnographic research with local churches, their attendees and leaders. An estimated 6 - 10% of the UK regularly attends a church and for the majority of churchgoers, generosity is considered an element of their religious expression. We developed strategy that built upon this narrative of generosity and altruism and brokered the first national partnership between the NHS and UK Churches, comprising 13 national bodies and organisations.
Through providing campaign strategy, we isolated a key narrative for the campaign, developing a language for points of engagement and communications, and designing user journeys, user insights and wireframes for all campaign digital experiences. The combination of research, strategy and information architecture paired our understanding of the users with the donor objectives of NHSBT impacting the successful outcome of 'fleshandblood' in both digital and non-digital spaces. New donors were able to make informed choices about their decisions, taking them through a journey of awareness, digital/mobile registration, decision sharing, booking donor appointment and onto advocacy.
Over two years, more than 50,000 local church leaders were directly informed and resourced, leading to a double digit increase in churchgoers who give blood and are registered on the NHS Organ Donor Register. 71% of churchgoers now report to seeing blood and organ donation as a part of their Christian giving or are open to the idea.
The campaign received support from seven Catholic and Anglican Archbishops including the current and former Archbishops of Canterbury. It recorded 2 million twitter impressions for tweets referencing the campaign over a two week period and the most successful blood and organ donor recruitment drives in the history of the NHS, garnering media coverage from the BBC, The Guardian, The Daily Telegraph, ITV News, The Independent and RTÉ.
Following the campaign we worked alongside other faith groups and BAME communities, sharing insights from our experience and helping to develop user centric strategies to help their local communities engage in the conversation of donation.