The National Blood Service targets men over 35 via internet

The National Blood Service is to launch a digital campaign featuring celebrities such as Richard Branson and Gary Lineker to target the key donor demographic of males aged over 35.

The online-only campaign is being launched following a successful cross-media push featuring a number of celebrities including Carol Smillie and Steve Cram, which ran earlier this year.

The campaign aims to get men over the age of 35, who the National Blood Service has identified as disproportionately important donors, to register to donate blood by leaving an e-mail address for future contact.

The campaign will run on sports, news and finance websites and the ISPs Tiscali, BTOpenworld and Freeserve. Websites include that of the magazine Men's Health, Guardian Unlimited, Gra-nada's, Cricinfo, Classicfm and

Media planning and buying was handled by interactive @optimedia with creative developed by DLKW Dialogue, the below-the-line arm of Delaney Lund Knox Warren & Partners.