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The Nationwide Association of Blood Bikes has been capturing the attention of members of the public across the UK as part of The Drum's #DoItDay.
Using the reach of our truly national digital portfolio, Network, the charity, which provides an out-of-hours night and weekend service delivering blood products to hospitals across the country, aimed to raise awareness during a particularly trying time.
Blood Bikes was selected by Newcastle-based creative agency, Karol Marketing, as the recipient of its Do It Day efforts – a global day of action organised in association with leading marketing title The Drum, that encourages agencies to raise awareness of an issue in one day.
The campaign aims to raise awareness of the charity’s life-saving efforts and help to recruit more volunteers. It has been supported by a significant social media activation, as well as a creative stunt that saw volunteers appear across Newcastle City Centre standing in pools of blood and holding signs saying 'Where is the #bloodbike?'
Karol chose Northumbria Blood Bikes as the focus of their campaign after hearing that the charity had recently lost the vital support of a local call centre. As a result the charity’s 600 volunteers, including 130 riders who deliver life-saving blood supplies to local hospitals on weekends and between 7pm – 7am on weekdays are increasingly stretched. With the cold weather setting in and a four-day Christmas period looming, the group is calling on people to come forward and offer their support.
Charity spokeswoman Kirsty Lawrence commented "Blood Bikes are in need of more volunteers to help run this vital service. This year, with Christmas falling at the weekend, we’re going to need more support than ever, as the charity will be relied upon to deliver life-saving blood deliveries to local hospitals for four days from Friday 23rd December to Wednesday 28th December.
Stefan Lepkowski, managing director of Karol Marketing, commented, "Do It Day is a fantastic way for the industry to come together to raise awareness of relevant issues and we are honoured to be leading this initiative outside of London for the first time."
As well as space donated by Primesight, the following outdoor partners have also supported the campaign: Forrest Media, Clear Channel and City Outdoor