Winner of The Pros Awards’ Healthcare Campaign of the Year
ESPR has proudly won The Pros Awards’ Healthcare Campaign of the Year for its NHS Black Heritage Blood Donation campaign. Delivered in collaboration with NHS Blood and Transplant this campaign was launched to encourage more Black heritage blood donors to come forward, raise awareness of sickle cell and the importance of ethnically matched blood, and encourage repeat donations from younger Black heritage audiences.
Campaign Successes:
- Launch: Achieved a 318% increase in donor registrations compared to the daily average.
- Week after launch: Saw a 33% increase in new Black heritage donor registrations.
- Media Coverage: Secured extensive coverage in mainstream media outlets such as BBC News, The Guardian, and The Independent, as well as in media targeting Black communities, amounting to almost £1.4 million in advertising equivalent coverage.
- New Benchmark: Set a new record for NHS Blood & Transplant with the highest number of registrations ever achieved by a Black blood donation campaign.
The campaign’s strategy involved leveraging influential Black role models from The Powerlist, the annual list of the top 100 most influential Black people in Britain, to resonate with the target community and inspire participation for this worthy cause. Dame Sharon White and Lord Simon Woolley, both in the top 10, donated blood at the newly opened Stratford Blood Donation Centre in London. Other Powerlistees supported the campaign by posting our content on their company intranet and social media channels, and resharing the content on their platforms.
ESPR’s Founder and Director, Eva Simpson, was presented with the award at The Pros Awards ceremony at The Plaisterers’ Hall on July 18th.
About The Pros Awards: The Pros Awards, hosted by BME PR Pros and supported by Google, is the first PR/Comms industry awards judged by Black, Asian, Mixed Race, and Ethnic Minority (BME) PR & Comms professionals. The awards celebrate talented BME PR and Comms professionals and inclusive work.
For more details and to view images from the event, visit our ESPR (@evasimpsonpublicrelations) • Instagram photos and videos and (6) Eva Akase Simpson | LinkedIn pages.