We’ve worked closely with SNBTS across several strands of research to help inform and develop blood donation campaigns, monitor attitudes and behaviours in relation to giving blood and track public awareness of issues surrounding blood donation.
We started with an insight gathering project using an omnibus survey and a programme of qualitative research with donors and non-donors, to give SNBTS up to date evidence about public awareness of blood groups, attitudes towards blood donation, responses to previous campaign creatives and recommendations about how best to engage with donors and potential donors. We then conducted creative testing for a new set of creatives, via focus groups with donors, lapsed donors and non-donors across Scotland. This gave SNBTS and the creative agency developing the campaign a clear steer on the preferred creative routes to ensure the new campaign was effective in encouraging blood donation.
We’ve also conducted further omnibus research to track awareness of recent changes to the blood donation process, responses to the updated campaign and to explore potential improvements to the blood donation process.
Our research has provided SNBTS with ongoing support to develop their communications campaigns, clear recommendations about how best to communicate with potential blood donors, and vital evidence about public attitudes towards blood donation.
Jennifer Wilson, Head of Donor Marketing, SNBTS says, “We are very grateful to the Progressive team who have provided reflective insights into multiple briefs. They approach subject matter sensitively and can quickly grasp complex issues such as donor selection criteria. The team at Progressive have added great value to our research strategy, and I’d be very happy to recommend them. Their delivery is first class.”
