Microsoft



Campaign to increase black blood donorsIncreasing the number of black people who donate blood is an urgent priority for NHS Blood and Transplant.Black donors are ten times more likely to have the Ro and B positive blood types urgently needed to treat the 15,000 people in the UK suffering from sickle cell disease. Sickle cell is a painful and debilitating condition which is particularly prevalent in people with an African or Caribbean background. To get the best treatment, patients need blood which is closely matched to their own. This is most likely to come from a donor of the same ethnicity. Yet only 1% of current blood donors are black – that’s 11,400 people. Each month hospitals in England request 3-4,000 units of red cells to treat patients with Sickle Cell. To meet this need we must recruit 40,000 more black donors. The shortage of Ro and B positive blood means sickle cell patients are often treated with substituted O negative blood – the only blood type that can safely be given to anyone. This treatment is less effective for patients than using more closely matched blood. Substitution puts pressure on O negative blood stocks which are in great demand for emergencies. Recruiting more black donors will improve the lives of sickle cell patients and reduce pressures on blood stocks. Campaign objectivesDeliver more donors from vulnerable blood groups: 10k new black African/Caribbean donors in 2018/19 to help meet increased demand for Ro subtype to treat Sickle Cell patientsAudience insightsMotivations to donate:Self Community Pro-social Family Feel positiveExperimentationSelf-achievementMedical curiosityPay in for futureTime outMy responsibilitySocial approval/go along with othersFeeling part of somethingHelp othersGreater goodCharity alternativeKeeping up the family traditionRecipient paybackProtection for familyBarriers: PersonalProcessBelief that NHSBT has enough bloodTime e.g. kids, work, collegeIt’s just not important to meHealth Lifestyle e.g. tattoosTravelBig, busy clinicsLocal or work sessions closedLong waiting timesCancelled appointmentsCan’t get an appointmentSome motivators and barriers are more common in certain groups and differ by ethnicity, for instance, having a rare blood type and helping from their own community is higher in black, Asian and minority ethnic communities, as is lack of trust in the state, less awareness of need and misunderstanding around how the blood is sourced for patients.Campaign strategy:“Saving lives” is the core message for becoming and continuing to be a blood donor across all target groups. This has been a consistent outtake from research over the years. However, recent focus groups and research has showed us that we need to deliver the following elements to any activity/messaging: Sense of urgency and jeopardy Ability to relate to the situation or person and feel they can do something that will make them feel goodEducation is key – understanding of how easy is it give blood through our various communication channelsBAME targeted activity will highlight the sense of urgency required to find more Black donors with the right blood type to help Sickle Cell sufferers most likely to have Black African and Caribbean backgrounds. Messaging will stress the important role people from within those communities can play to help each other and explain how easy it is to give blood.NHSBT campaign activities 2018/19: ActivityDetail and purposeNational campaignsUsing targeted media and PR, influencer outreach and partner engagement we will ensure BAME recruitment messaging and imagery is present through all national recruitment campaigns – e.g. B Positive, Football World Cup and New Year campaignsBlack church engagementFocussed on three key PR moments through the year - Britain’s Got Talent, Christmas and Easter, alongside an ongoing event programme. Key channels include TBN, Keeping the Faith, and Premier Gospel. We will also work influencers such as Faith Child and Rev Rose (Hudson- Wilkin?).Targeted social media advertisingPaid Instagram and Facebook advertising to target the black community with a budget of ?120,000. We will also engage media partners to target black men and women with a London focusHelping others promote donationCreate updated branded materials and BAME toolkit which can be downloaded from the promoting donation hub and promote it to key partners and stakeholdersStorytelling contentTargeted PR, social media and stakeholder engagement to highlight stories and content relevant to the black community as part of our content calendar – e.g. world sickle cell day, Father’s Day, NHS70, Notting Hill Carnival, Give Before You Go etcTargeted eventsRecruitment presence at high footfall BAME events in Manchester, Birmingham, London and BristolCommunity engagementWork with Citizen UK to pilot an approach to community engagement in the vicinity of a London donor centre, with the aim of creating a model which can be replicated in other areas.Education materialsReview and update education materials and explore opportunities for creating a curriculum based module University and Fresher activityRegional teams to engage with universities with high BAME populationsHealthcare professionals and patientsPilot an approach at UCLH and St Georges to explore ways to target potential donors with advertising and promotional materials. Part of a wider strategy of healthcare engagement across the NHS – including GP engagementBlack History month and Windrush Celebrating achievements since Windrush supported by BAME nurses and health professionalsNHS70B Positive appear at York Minster, story telling and case studies with an NHS70 themeDonor get donorRecommend a friend cards for existing donorNHS Blood and Transplant will evaluate the activities outlined above using the GCS evaluation framework. Ongoing evaluation is essential to refining and informing activities to ensure good value for money from marketing investment. ................
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