Blood Service hires Brann to stimulate donor recruitment

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 17 September 1999 12:00AM

Brann London has scooped a chunk of business from the National Blood Service after pitching against a number of undisclosed agencies.

Brann London has scooped a chunk of business from the National

Blood Service after pitching against a number of undisclosed

agencies.



Brann will build a recruitment campaign for NBS, working with Delaney

Fletcher Bozell, which does the above-the-line advertising, and Stretch

the Horizon, which handles the retention activity.



The appointment is part of a new NBS strategy kicking off this

month.



John Shaw, managing director of Brann’s European agencies, explained:

’We have developed a campaign based on analysis of existing donors. This

is the beginning of a more structured communication programme to enable

the NBS to smooth out the peaks and troughs of blood donation.’



The campaign - which shows images such as a 1950s-style school medical

room with a young boy looking proudly at a small plaster on his arm and

carrying the line: ’Remember the first time you were a hero?’ - will

reach two-and-a-half million households in an attempt to add to the

database of four million existing donors.



This article was first published on campaignlive.co.uk

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