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In the UK, it is a constant challenge to recruit the right number and mix of donors across blood groups, ages and ethnic communities. Following this, NHS Blood and Transplant launched a new digital out of home campaign to highlight the life-saving power of blood donation.
The campaign featured a brand new piece of technology, an augmented reality app, which linked to a large format full motion digital screen. On the screen was the image of an empty blood bag and an ill patient, one of 3 real life recipients filmed for use in this powerful campaign. Using visual recognition, a sticker applied to a participant’s arm triggered a plaster, needle and tube overlay on the individual’s mobile phone screen.

Each participant then watched as the ‘blood’ flowed down the tube from their arm and up on to the screen in front of them. The virtual donor could then watch as the sick patient on the screen grew visibly better as a result of their action – a powerful demonstration of how they had helped and a personal insight into the reward and satisfaction frequent donors feel.