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Havas Wins Government's NHS Blood and Transplant Pitch

09/08/2022
Advertising Agency
London, UK
307
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Three-year, £4.9m contract aims to boost levels of blood and organ donation

NHS Blood & Transplant (NHSBT), the part of the NHS dedicated to saving lives through donation including blood, organs, tissues, stem cells and plasma, has appointed Havas as its strategic and creative partner following a competitive pitch. The three-year, £4.9m contract was awarded through the Crown Commercial Service Campaign Solutions framework upon the conclusion of a process that kicked off in February.

Three Havas agencies – creative agency Havas London, customer engagement agency Havas CX helia, and PR agency Red Havas – pitched and will service the account jointly, with support from youth culture specialist Livity.

Demand for products including whole blood, plasma for medicine, platelets, organs, tissues, and stem cells is forecast to increase in 2022/23 as the NHS responds to backlogs resulting from the pandemic. Havas has been tasked with building public awareness of donation and increasing propensity to donate, increasing registrations and building and retaining a more diverse donor base.

Campaigns will be designed to deliver the desired volume and mix of donors, including addressing specific health inequalities amongst Black and South Asian communities. Havas and Livity’s first work for NHSBT will launch later in 2022, while a major new brand platform and positioning will be unveiled in the first few months of 2023.

Helen Duggan, assistant director of marketing and creative services at NHSBT says, “Our blood, plasma, organ, tissue and stem cell donation campaigns inspire and motivate the public on the important opportunity they have to give the gift of life. Beyond Havas’ clear passion for NHSBT’s lifesaving work, their grasp of the donor journey and experience relevant to our work is second-to-none, and that’s why we are delighted to have them join us as our creative agency.

“We have ambitious targets to recruit one million new blood donors in next five years and continue to increase the number of people who have recorded and shared their organ donation decision. With Havas as our creative partner, we are confident we are in the best place to meet these challenges at this critical moment for the NHS.”

Vicki Maguire, chief creative officer at Havas London adds, “This is not ‘just another account’. This one saves lives. You don’t need to tell me that – as the partner of someone who received a lifesaving organ transplant, this one’s personal. I’ve seen, up close, the heroic work NHSBT does, day in, day out, and I am so proud that Havas has been appointed. Donation is a nuanced, personal, one-of-a-kind brief, and we’ve brought together the best in brand comms, CX and PR to really comprehensively nail the entire donor journey.”

NHS Blood and Transplant was formed in 2005 by bringing together the National Blood Service and UK Transplant. It is responsible for blood donation services in England and transplant services across the UK. The Special Health Authority also provide donated tissues, stem cells and cord blood. It is an essential part of the NHS, saving and improving lives through donation. It is one of the largest and most effective organisations of its type in the world.

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