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| Author | Mia Blakeney |
NHS Blood and Transplant have teamed up with two of Marvel’s most-loved superheroes in the new Deadpool & Wolverine blockbuster hit, to encourage and inspire potential blood donors to sign up to give blood and save lives.
Deadpool & Wolverine is currently dominating the UK box office, having achieved £33.3m after just 11 days in cinemas, and the biggest opening weekend and second weekend this year so far.
The partnership, brokered by Digital Cinema Media and MG OMD, sees NHS Blood and Transplant break free from the traditional confines of NHS campaigns with a bold and disruptive campaign.
NHS Blood and Transplant rely on 3,700 blood donations every day to help those battling cancer, combatting sickle cell, managing chronic illnesses and aiding the recovery from trauma or surgery. After reporting record levels of Londoners who say they have seen or heard something about blood donation recently (63% in July), they wanted to drive this momentum even further.
At the centre of this partnership is a 30” cobranded advert, in which Deadpool & Wolverine stars Ryan Reynolds and Hugh Jackman encourage potential donors to sign up to donate blood, in their own cheeky and charming manner.
This 30” cobranded advert is live now and running ahead of all 12A+ titles at Cineworld and Vue cinemas located within a 25 minute drive from a blood donor centre. DCM’s proximity planning Cinemapper tool was used to identify these locations, in order for NHS Blood and Transplant’s campaign to target ideal customers and maximise impact.
In addition to the 30” cobranded advert, DCM Studios facilitated visual content agency Wonderhatch to create in-foyer digital 6-sheets across these targeted cinemas.
Online elements will also play a key part in this partnership, with a media-first booking confirmation page takeover, also facilitated by DCM Studios, and organic and paid activity across social media.
Find out more and sign up to donate blood on the NHS Blood and Transplant website.