People of Black heritage are particularly encouraged to become regular blood donors - NHS appeal

The NHS has launched a major nationwide campaign calling on people to donate blood after supplies of vital blood types used to treat people living with sickle cell disorder fell to dangerously low levels.

Launched on World Sickle Cell Day, the new “Emergency LOW-GOS” campaign aims to encourage more people with Ro, O negative and B negative blood types to book a donation appointment as soon as possible.

The campaign is especially important for Black communities because the Ro blood subtype, which is most commonly found in people of Black African heritage, is essential for many patients with sickle cell disorder who require regular blood transfusions to stay healthy.

Across England, NHS Blood and Transplant (NHSBT) currently supplies around 3,600 units of Ro blood every month, yet hospitals need around 7,400 units. The shortage means only about half of the demand is being met, forcing hospitals to rely more heavily on O-negative and B-negative blood supplies and putting additional pressure on those stocks.

To raise awareness, NHSBT has partnered with well-known organisations including The Independent, English Heritage, Marvel, HSBC UK and Westfield. Their famous red logos have been digitally altered by removing the colour red, symbolising the loss of vital blood supplies and highlighting the urgent need for donations.

The striking advertisements will appear on large digital screens across London, Birmingham and Manchester after the campaign won £75,000 worth of advertising space through the Ocean Outdoor Digital Creative Competition.

Mark Chambers, Director of Donor Experience at NHS Blood and Transplant, said the campaign sends a clear message about the importance of regular blood donation.

He explained that increasing stocks of Ro, O-negative, and B-negative blood is essential for saving thousands of lives. He added that while the shortage directly affects people living with sickle cell disorder, it also places extra strain on other blood supplies needed across the NHS.

People of Black heritage are particularly encouraged to become regular blood donors. More than half of Black blood donors have the Ro blood subtype, compared with only around 2% of the wider UK population. Every new donor can make a significant difference to patients who rely on regular transfusions throughout their lives.

Creative agency Havas London, which developed the campaign, said it wanted to create a powerful visual reminder that everyone can play a part in helping during an emergency. Ocean Outdoor, which donated the advertising space, described the campaign as a bold and scalable way of raising public awareness whenever blood stocks become critically low.

Sickle cell disorder is the UK’s fastest-growing inherited blood condition and mainly affects people of African and Caribbean heritage. Many patients depend on frequent blood transfusions to reduce pain, prevent complications and improve their quality of life.

Without enough compatible blood donors, hospitals face increasing challenges in providing the treatment patients need.

How you can help

If you are aged 17 or over and are eligible to donate blood—especially if you are of Black African or Black Caribbean heritage, or have Ro, O negative or B negative blood—you could help save lives.

Book your blood donation appointment today by visiting www.blood.co.uk or calling 0300 123 23 23.

One donation could make the difference between life and death for someone living with sickle cell disorder.