Media Awards 2004: Best Public Sector, Utilities and Charities Campaign

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WINNER

Title: Lifeblood

Media agency: Drum

Media director: Mark Eaves

Account directors: Mark Eaves, Daphne DeSouza

Creative agencies: Drum/North One TV

Creative directors: Mark Eaves, John Nolan

Marketing director: Gavin Evans

Client: National Blood Service

Brand/product: National Blood Service

Media/brand manager: Lynsey Rowe

To persuade more of us to give blood (only 6 per cent of the UK does), Drum created a TV documentary following the daily workings of a mobile blood-donation unit. The week-long series, called Lifeblood, broadcast on five during daytime to target young mothers - considered the most likely group to give blood. Lifeblood was the first ad-funded TV programme to be named a "pick of the day" in a national newspaper. During the week, calls to the National Blood Service helpline rose by 28 per cent.

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