Case Study: NHS Blood and Transplant achieves measurable donor registration growth and actionable campaign insights with Cision Gorkana

NHS Blood and Transplant - Customer Case Study

NHS Blood and Transplant (NHSBT) ran the #MissingType campaign in June 2015 to raise awareness of falling donor numbers and to recruit 40,000 new blood donors. The campaign used a highly visual social strategy—removing the letters A, O and B from names and brands—to drive public conversation, and Gorkana was asked to measure success in raising awareness, promoting existing donors and assessing impact on target audiences.

Gorkana built an integrated measurement programme combining coded traditional media analysis, social monitoring and YouGov audience research to track outputs and outcomes. The work identified which regions and journalists drove coverage, revealed a spike in registrations when the campaign hit the media on 5 June, and exposed a gap between high click-throughs and lower appointment bookings, plus a shift to mobile referral traffic—insights that prompted investigation of clinic supply and investment in mobile optimisation.

NHS Blood and Transplant

Andrea Ttofa

Head of Media and PR