10.10.23
There’s an urgent need for blood, and it’s not just Halloween in the air.
Lottie London is introducing its “Beauty for Blood” campaign this October in partnership with NHS Blood and Transplant to encourage and educate the community to donate blood and raise awareness of the vitality of blood donations.
A particular need exists for the blood type needed by patients with Sickle Cell Disorder, with demand rising by 50% since 2016. For the NHS to meet demand, they need to recruit 12,000 new blood donors of Black heritage this year to ensure sickle cell disorder patients receive the matched blood they need to save and improve their lives.
With this demographic constituting a large majority of Lottie London’s consumers and community, the brand saw this as an opportunity to inspire its community to spark positive change and champion this vital cause.
Research shows that a mere 1 in 10 donors are Gen Z, however, more young donors are needed to give blood as they are being billed the “donors of the future.”
Further statistics show that in the UK, a mere 2% of those eligible to give blood donate, yet one hour of blood donations can save up to three lives. This year, the NHS urgently needs to recruit 400 new donors every day to ensure they can continue to supply lifesaving blood.