24 hours ahead of England’s knock-out game against Colombia, England’s two most capped goalkeepers – Peter Shilton and David Seaman – teamed up to encourage men across the Uk to ‘Save The Nation’ through blood donation.
As the nation gears up for England’s last 16 game, NHS Blood and Transplant launches a new integrated cause campaign as new UK donors are needed.
The campaign is a type of World Cup rallying call to action: promoting the urgent need for blood donors – particularly O negative, B negative, male, and black donors with the rare subtype Ro.
Potential donors are encouraged to register and to book an appointment at a local donor centre and if they cannot get an appointment, look to book it for when the tournament has finished.
England legends Shilton (125 caps) and Seaman (75 caps), both well known for their own ‘saves for the nation’ call upon the country to ‘Save England’ off the pitch by donating blood to help save lives.
The campaign is spearheaded by a 1-minute 45-second spot called ‘Save The Nation’ which is amplified across all the organisation’s digital and social channels.
The new spot follows on from two previous online films launched at the start of the tournament in mid June called ‘Bleed For The Country You Love and starring former player Paul Konchesky and Calum Best.
All the creative executions aims to drive potential donors to find out more at www.blood.co.uk.
Comment:
The choice of brand ambassador is a smart one – even if it revolves around a simple play on words.
The two keepers are both well recognized England legends.
Plus Shilton’s wife worked in the NHS for more than 20 years,
This is just one of several cause campaigns launched to leverage England’s first knock-out match.
Another similar tactic is seen in the awareness raising ‘Not So Beautiful Game’ campaign by The National Centre For Domestic Violence (see case study).
Links:
NHS Blood and Transplant
https://www.facebook.com/givebloodnhs/
https://www.youtube.com/user/NHSGiveBlood
https://www.instagram.com/givebloodnhs/
