The National Health Service's Donation Stunt is Bloody Brilliant
Courtney Scharf — May 10, 2012 — Marketing
References: laughingsquid & streetanatomy
In an attempt by the National Health Service to promote blood donation, eight fearless blood donors marched around London with painted-on circulatory systems. The stunt has garnered a lot of attention for its bold approach to a common campaign cause.
The marchers, whose system was illustrated with extreme detail, were almost naked, wearing little more than their underthings. Despite the rainy weather, the volunteers appeared stoic and proud as curious onlookers took photos. Their decorated bodies even featured a prominent heart, listing their specific blood type in the center. The campaign was purposely timed prior to the London Olympic Games, as donations tend to dip during such massively popular events.
A new-age way to promote blood donations, this stunt capitalized on shock value and adopted a viral-friendly approach. By putting the issue of blood donation quite literally at the forefront, the National Health Service has done a bloody brilliant job of breathing life into an exhausted campaign cause.
The marchers, whose system was illustrated with extreme detail, were almost naked, wearing little more than their underthings. Despite the rainy weather, the volunteers appeared stoic and proud as curious onlookers took photos. Their decorated bodies even featured a prominent heart, listing their specific blood type in the center. The campaign was purposely timed prior to the London Olympic Games, as donations tend to dip during such massively popular events.
A new-age way to promote blood donations, this stunt capitalized on shock value and adopted a viral-friendly approach. By putting the issue of blood donation quite literally at the forefront, the National Health Service has done a bloody brilliant job of breathing life into an exhausted campaign cause.
Trend Themes
1. Body-positive Marketing - Marketing campaigns where unconventional visuals of body graphics are used, and those with details are illustrated, are being leveraged by the healthcare industry to drive attention to campaigns so that people may opt for blood donation.
2. Shockvertising - Using shock and awe tactics like the painted-on circulatory systems on the models is being promoted as an alternative to conventional methods, as the healthcare industry tries to engage the society to take notice of the blood donation campaigns.
3. Creative Blood Donation Campaigns - Newer means of creative conversations with audiences, like painted-on circulatory systems, extend the shelf life of campaigns, as timely of highly visual angles like the Olympic Games are added to keep the novelty of the campaigns intact.
Industry Implications
1. Healthcare - The healthcare industry can use creative tools like Body-Positive Marketing and Shockvertising to make similar campaigns of organ transplants and blood donations more relevant.
2. Event Management - Event Management teams or companies can consult on the creative execution of campaigns by integrating their services of event campaigns with the healthcare industry to make campaigns more memorable.
3. Graphic Design - Graphic Design teams that specialize in implementing unconventional and attention-grabbing ideas can collaborate with healthcare industries and corporates to create newer ways of engaging with audiences with the campaigns that are social cause-driven.
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