NHS Blood and Transplant drains iconic logos to spotlight blood shortage

NHS Blood and Transplant has teamed up with Havas London to launch a striking out-of-home campaign that removes the red from some of Britain’s most recognisable logos to highlight a critical shortage of blood used to treat sickle cell patients.

Launching on World Sickle Cell Day, ‘Emergency LOW-GOS’ sees brands including HSBC UK, Westfield, The Independent, English Heritage and Marvel temporarily surrender a key part of their visual identity.

Across Ocean Outdoor screens in London, Manchester and Birmingham, the red has been drained from their logos, creating an immediate visual reminder of dwindling blood stocks.

The campaign is designed to encourage donations from people with Ro, O negative and B negative blood types, which are essential in the treatment of sickle cell disorder. NHS Blood and Transplant currently supplies around 3,600 units of Ro blood each month, significantly below the level needed to meet hospital demand.

Originally conceived by Havas London, Emergency LOW-GOS won £75,000 of media space through Ocean Outdoor’s Digital Creative Competition, which champions ideas that use the medium in inventive ways.

Mark Chambers, Director of Donor Experience at NHS Blood and Transplant, said the campaign transforms something familiar into “a stark warning” about the urgency of the situation, while Havas London described it as a simple demonstration of how brands can play a role in responding to a public health need.