New Zealand Blood Service: Blood Donation – it’s essential


World Blood Donor Day (June 14) is a landmark date in the international blood donation calendar. 

Our approach in 2020

This June we were fighting for clear space in an extraordinarily busy news cycle, against a backdrop of a shrinking and challenged media landscape. Our approach was to craft a series of national and key regional exclusive opportunities. Each personal story demonstrated the essential, lifesaving impact blood donors make, helping save lives of people caught up in extraordinary circumstances either through recent national tragedies or personal survival stories.


  • In one week, we secured 44 pieces of earned media coverage
  • We connected survivors of Christchurch mosque shooting with donors and the donor centre team resulting in an exclusive story on 1 News at Six and 1 News at Midday
  • Secured prime time slots on Friday June 12 on both The Project and Seven Sharp
  • Front page of Weekend Herald with Whakaari/White Island survivor Kelsey Waghorn
  • Behind the scenes story in Sunday Star Times and
  • Regional stories across the country in leading metropolitan daily papers, magazines and online sites
  • Encouraged key influencers to share information thanking blood donors for the essential service they provide
  • During the week of World Blood Donor Day, New Zealand Blood Service experienced*:
    • 38% increase of first time NZBS app opens
    • 23% increase in online bookings
    • 18% increase in visits to the NZBS website

*When compared to the previous week