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

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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).