Campaign across London, Manchester and Birmingham

NHS Blood and Transplant has launched a campaign to highlight critically low blood stocks needed to treat sickle cell patients in England, with some of Britain’s most recognisable brands backing the cause.

Outdoor ad screens in London, Manchester and Birmingham will be used in the campaign, which sees the red drained from the logos of brands including The Independent, English Heritage, Marvel, HSBC UK and Westfield, creating a stark visual representation of the shortages currently facing the NHS.

A shortfall of 50%

Patients with sickle cell are most commonly treated with blood containing the Ro subtype.

NHS Blood and Transplant currently supplies 3,600 units of Ro blood each month across England, against a hospital demand of 7,400, leaving a shortfall of 50% that must be met using O negative and B negative stocks.

New donors of Black African heritage are particularly urged to come forward, as more than 50% will carry the Ro subtype, compared to just 2% of the wider population.

Birmingham-based Mark Chambers, Director of Donor Experience at NHS Blood and Transplant, said: “Currently, we are only able to meet around 50 per cent of demand for essential Ro blood, which is crucial for treating patients with sickle cell.

“By transforming something familiar into a stark warning, it creates a powerful reminder of the real and immediate impact blood donation has.”

To register or book an appointment to donate blood, visit www.blood.co.uk.