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.
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.