Client Challenge

NHS Blood & Transplant had a very clear problem; not enough of the BAME community were donating blood. This was leading to issues in research into disease & cure and ultimately care for the injured and ill within that community.

There were three main objectives to this campaign;

Raise awareness of the need for more donors from the BAME (Black, Asian & Minority Ethnic) communities

Raise awareness of the ease of registration and giving blood

Target a younger, less engaged audience – specifically 17-24

Our Solution

The MOBOs were identified as an organisation that resonated not only with the BAME community, but also held shared values with NHS BT; representing people, cultures and communities. However the defining difference is that within blood donation the BAME community are not being represented – and so the campaign #Represent was born. #Represent is a call to arms for the BAME community to donate, this is not something that anyone else can do; donating blood is giving the biggest possible support you can to your community.

MediaCom Sports & Entertainment worked with MOBO to identify, source and contract all talent to appear in the campaign which kicked off with a bespoke music track written and performed by leading UK grime artist Lady Leshurr and also stars other prominent figures from the BAME community;  Kanya King MBE (CEO and Founder of MOBO Organisation), Ade Adepitan MBE, Nicola Adams, Aaron Christian, Mariah Idrissi, Dawn Hunter, The London Community Gospel Choir, Doc Brown, comedian, actor, Gianni Crichlow, Chuka Umunna & Beth Willets.


The results of the campaign were outstanding across all channels from PR to actual sign ups and increases in blood donations from the BAME community. The campaign gained mass awareness generating over 10 million impressions and c.500k video views on Facebook alone. Awareness was also driven across a multitude of earned coverage from NME to the BBC, picking up accolades such as The Drum’s Ad of the Day and a retweet from music artist Seal to give his support.

The twitter campaign gained 3.7 million impressions, over 1,100 competition entries and 625 blood donor sign ups. Similarly YouTube generated over 1 million impressions and an overall campaign reach of in excess of 14 million impressions, nailing the objective of increasing awareness.

November saw the launch of the music video and wider campaign support, this lead to an increase of 70% year on year donation registrations from Black donors, proving both the engagement and success of the campaign.