NHS Blood and Transplant searches for agency to encourage minority donations

NHS Blood and Transplant is on the hunt for an agency to encourage people in the black, Asian and minority ethnic communities to become an organ donor.

NHS Blood and Transplant: #MissingType blood donation campaign
NHS Blood and Transplant: #MissingType blood donation campaign

It is looking for a specialised BAME (black, Asian and minority ethnic) agency to work on multichannel through-the-line campaigns. The activity will be PR-led but also contain digital elements.

The pitches will take place later this month and in July. The process is being run through the Crown Commercial Service.

A spokeswoman for NHS Blood and Transplant said: "We want people to donate when and if they can and for donation to become a normal and expected part of end of life care where donation is a possibility.

"Patients BAME communities are over-represented on the transplant waiting list; 27 per cent of patients are BAME but comprise but around 14 per cent of the total UK population.

"Sadly black and Asian patients wait on average a year longer for a kidney transplant than a white patient due to the lack of suitable organs.

"Organs from people from the same ethnic background are more likely to be a close match."