An end-to-end research, UX and design solution to target new audiences for NHS Blood & Transplant.

THE BRIEF

Only 4% of the UK population regularly give blood and just 31% are registered on the NHS Organ Donor Register. With BAME communities, faith groups, and in particular the UK Church, identified as strategic audiences for partnership and advocacy, we were tasked with creating the first national NHS campaign to jointly promote blood and organ donation in the UK. User engagement points focussed on digital with additional cross platform points of contact through print media and high-profile events.

The Outcome

We conducted the first UX and ethnographic research of its kind within the sector, addressing attitudes towards donation and faith. The results of this research were covered by national press including the The Times and Independent.

Following the discovery phase, we developed a cross platform campaign strategy with input from multiple stakeholders, that led audiences to a central digital hub. We developed the information architecture, UX strategy and front-end UX/UI design for the site, creating the first instance of calls to action for blood and organ donation sharing the same host environment.

The user journey from initial contact to digital registration allowed new donors to make informed choices about their decisions, taking them through a journey of awareness, mobile registration, decision sharing, booking donor appointment and onto advocacy.

Through our stakeholder development work we brokered the first national partnership between the NHS and the UK Church; bringing over a dozen stakeholders together in partnership with NHS Blood and Transplant.

The campaign achieved an incredible 11% increase in donation across the audience segment, registered 2 million twitter impressions for tweets referencing the campaign over a two week period and achieved the most successful blood and organ donor recruitment drives in the history of the NHS, garnering further media coverage from the BBC, The Guardian, The Daily Telegraph, ITV News and RTÉ.

CLIENT

Using geo-location technology to incentivise positive behaviour change.