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Case Study: NHS Blood and Transplant: Ensuring a supply of O negative

The challenge

To meet demand for O negative blood, NHS Blood & Transplant wanted to understand O negative donors better. The challenge was to help them improve communications, ensure frequency of donation and retain donors.

Our approach

An integrated qualitative and quantitative solution, combining creative workshops, depth interviews and a mobile survey.


Attitudes and motivations varied depending on the number of donations made by the donor – we recommended a segmented communications strategy to provide more tailored messaging. We provided clear guidelines for improving communications across all channels.

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