When new rules, intended to tackle the problem of new variant CJD, restricted the supply of blood donors in 2004, it looked as if the Scottish Health Service faced a crisis. Unless they could recruit enough extra donors to offset the restrictions, there would be a blood shortage. Advertising was going to have to work harder than ever.
The Bridge met the challenge with a new strategy that focused on making a personal connection with the donor. Research showed that the biggest single reason people didn’t give blood was that they didn’t feel they had been personally asked. By making people feel that the ads were talking to them individually, response rates were significantly increased, and targets for donations were exceeded. All of this was achieved efficiently, with cost per response falling by half.
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