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Demand for blood is forever increasing, but more stringent safety regulations have reduced both the number of eligible donors and the supply. Donations from small towns have remained steady, so we reasoned that the secret for inspiring donors was to play on people’s sense of community.
We created a unique new marketing concept called the Town on Call programme (TOC). Similar to the Tidy Towns initiative, TOC uses the enthusiasm of local volunteers to promote blood donation as a matter of civic pride, rather than duty.

First we recruited TOC committees in towns around the country, consisting of key local influencers. These committees in turn help organise volunteers for the donation campaign, activated each time the Mobile Blood Donation Clinic comes to town.
In a field where increases of 1 to 2% make a real difference, the most successful TOC rose an astonishing 60% (congratulations Newcastle West!) with average attendances up all round.

Bronze IDMA Best Pharmaceutical and Health Care.