London’s iconic red buses are carrying an urgent message this winter: donate blood and save lives. The NHS Blood and Transplant (NHSBT), in partnership with Posterscope and OmniGOV, has launched a striking out of home campaign across London to raise awareness about the critical need for blood donors. With over 60,000 appointments available nationwide and more than 27,000 of these in London alone, the campaign aims to fill donor centres during the busy festive season.
Powering Awareness Through London Bus Advertising
Three fully wrapped double-decker buses and 185 Supersides have taken to London’s roads, delivering high-impact visuals and bold messaging such as “Save up to three lives in 1 hour” and “Every 90 seconds, London hospitals need a unit of blood.”
By leveraging London bus ads, NHS Blood and Transplant ensures this vital message reaches millions of commuters and pedestrians daily. The creative, developed by Liveposter and NHSBT’s in-house team, blends emotional appeal with practical information, inspiring Londoners to act.
Why London Bus Advertising Works
- Unmissable coverage: Buses travel through high-traffic areas, ensuring maximum exposure.
- Community relevance: Campaigns can target boroughs with high donor potential.
- 24/7 visibility: Ads move through both residential and commercial zones.
To explore different formats like full wraps and Supersides, visit our bus advertising formats page.
Targeting London’s Diverse Communities
London remains a key focus for NHS Blood and Transplant because of its large and diverse population. The campaign places particular emphasis on encouraging donors of Black heritage, who are vital for helping treat patients with sickle cell disease, a condition that requires regular blood transfusions.
Assistant Director of Marketing, Helen Duggan, highlights this need:
“Blood is needed every single day to help patients in London and across the country. We urgently need more donors with O negative and donors of Black heritage to help treat people with Sickle Cell.”
Blood Types in Urgent Demand
- O negative: Universal blood type for emergency use.
- B negative: Rare type, found in only 2% of the population.
- RO subtype: Essential for treating sickle cell patients.
This winter push is timely, ensuring hospitals have sufficient supplies during the colder months when donations often dip.
Outdoor Advertising with Purpose
The campaign’s mix of full bus wraps and bus Supersides is a lesson in how out of home (OOH) advertising can deliver meaningful change. London’s bus network, with its daily reach of millions, becomes a powerful storytelling platform that humanises a public health message.
OOH advertising is particularly effective in raising awareness because:
- It captures attention in high-dwell environments such as traffic and bus stops.
- It connects visually with emotional calls to action.
- It complements digital and broadcast media for consistent messaging.
The Emotional Power of the Message
The messaging is simple and powerful: every hour, a donor can help save or improve three lives. It’s a call to action that cuts through the festive distractions and reminds Londoners of their shared responsibility to support one another.
Bus advertising adds a human dimension to the message. Seeing a striking red bus with “London, it’s in your blood to save lives” emblazoned across its sides resonates deeply with the city’s spirit of community and generosity.
A Lesson for Brands and Organisations
The NHS Blood and Transplant campaign demonstrates how public organisations and brands can use bus advertising in London to connect emotionally with the public. It’s not just about visibility; it’s about impact. Campaigns with purpose inspire action, foster community engagement and leave lasting impressions.
For any organisation aiming to raise awareness or inspire participation, the city’s buses offer a moving, memorable and meaningful platform.
Inspire Change with High-Impact Bus Advertising
If you’re looking to create your own impactful bus campaign or raise awareness for a cause, London Bus Advertising is your trusted partner. We help brands and organisations craft powerful messages that travel through every corner of the capital. From creative design to targeted route planning, we ensure campaigns make the right impact where it matters most.
To find out how bus advertising can amplify your message, reach out to us today.
FAQs
What is the NHS Blood and Transplant bus campaign about?
The campaign aims to raise awareness and encourage blood donations across London during the winter, using full-wrap and Superside bus ads.
Why target London for blood donations?
London has high potential for new donors, especially among Black heritage communities, who are vital for treating sickle cell patients.
How many buses are part of the campaign?
The campaign includes three fully wrapped double-decker buses and 185 Supersides across key London routes.
Which blood types are most needed?
O negative, B negative and RO subtypes are currently in the highest demand for emergency and sickle cell treatments.