Development of the Scottish Blood Transfusion Campaign
David Watson, The Bridge
December 2005
By late 2003, the hypothetical risk of the transmission of vCJD through blood transfusion and the long-term erosion of the donor base meant that the Scottish National Blood Transfusion Service could no longer recruit enough donors to reliably support the health service in Scotland.
David's talk demonstrated how a step-change in the marketing strategy helped affect a significant increase in the number of blood donors being recruited and helped avert a possible crisis in the Scottish healthcare. He talked about the role research played in not only identifying a key insight but also how research contributed to the creative development of the TV campaign.
David Watson is Deputy Managing Director of The Bridge. He has run the SNBTS account since winning the pitch in April 2004. The new work recently won a Gold at the Scottish IPA Effectiveness awards and also the award for the Best Direct Response campaign.
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