Celebrating the 75th anniversary of the NHS. Encourage more young people to give blood

NHS
2023

WINNER OF THE NHS 75TH ANNIVERSARY CAMPAIGN 2023

BRIEF

What happens next? The aim of this project was to create campaign proposals to be activated in 2023 to celebrate the NHS 75th Anniversary and respond to the two below briefs: Encouraging more young people to give blood - particularly from black African/Caribbean backgrounds. Raising awareness of the variety of (less obvious) roles available in the NHS with young people and inspiring them to consider a career in the NHS.

Source: NHS Identity Guidelines (2024)

NHS BRANDGUIDE

The first action was to look at the NHS brand guide.

RESEARCH

Brainstorming and collaborative work with the team on Miro. Gathering necessary data to ensuring a seamless work flow.

Researching why young black people are not donating blood in the UK, finding testimonials, researching the causes and effects of sickle cell, and finding different visual references.

DESIGN DIRECTION

The decision was to create a campaign around the phrases” WE NEED YOU” and “YOU ARE THE MISSING PIECE” and use sickle cell patients’ testimonials to convince young people to donate blood. Based on our user research and past NHS campaigns, we decided to use the puzzle as a visual reference for a friendly and engaging feel and look. To create the graphics I initially used Illustrator, and I then curated the design using Photoshop.

Instagram: Social Media Assets

TikTok: Using the same template I designed for social media assets, I created TikTok filters. According to the brief, we needed a PR initiative to encourage young black people to donate blood.

NHS 75TH ANNIVERSARY

Instagram: social media asset for the NHS 75th anniversary. Thank you to the NHS workers.

NHS FEEDBACK

“We really liked the ‘missing piece’ message, the strong visuals and that it complemented previous NHSBT campaigns well. We also liked how the campaign put donors and those receiving donations at the heart”

SKILLS AND TECHNIQUES USED ▼

Storytelling
User Interviews
Design Research
Survey

Graphic Design
Prototyping
Crafing Persona

Illustrator
Photoshop

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