Real life first responders front new NHS campaign to highlight life-saving power of blood donation

NHS Blood and Transplant is launching a new campaign 'Be There' to inspire more blood donors to come forward and give blood this summer.

The campaign launches with a powerful new advert, which opens on the scene of a serious road traffic accident with paramedics, police and other first responders jump into action, declaring a 'Code Red' – the code used when a patient requires an emergency, on scene blood transfusion.

As the medics begin to give the vital, life-saving transfusion, the camera continues to slowly move through the surrounding chaotic scene, before slowly focusing in on a man, silently sat on a sofa watching TV seemingly oblivious to the devastation unfolding around him.

As the camera holds the man in focus, a voice says:

"When you give blood, you don’t know who it will help. You just know you’ll be there when it's needed most."

It becomes clear that the man is the blood donor, whose blood is being used to treat the victim at the roadside.

Since 2012, first responders including HEMS (Helicopter Emergency Medical Service) and Rapid Response Medics working for ambulance services have carried supplies of life-saving blood so they can provide vital emergency transfusions at scene of an accident.

The real-life paramedics featured in the film include Matt Price, Graeme Bainbridge and Abbey Scott from London Ambulance Service (working alongside the London’s Air Ambulance team) who are shown stabilising the patient and providing an emergency blood transfusion.

Across England, emergency teams carry stocks of precious O negative blood – otherwise known as 'the universal type' – which can be given to any patient in an emergency or when the patient’s blood type is not yet known.

Last year alone, London’s Air Ambulance treated a total of 2,058 patients. Of these, 228 required blood transfusions at the roadside and in 201 cases, the hospital was advised that patient was a 'Code Red' and required further blood products on arrival at hospital.

Currently England remains in Amber Alert status for both O negative and O Positive blood types. The longest ever running alert of this kind, which has been in place for almost a year.

Right now, there is also an urgent need for more donors with the B negative blood type, as well as donors of Black heritage, who are most likely to have the much-needed RO blood type to help treat patients with sickle cell.

When stocks of other blood types, such as B negative and RO, run too low, this places additional critical pressure onto O negative stocks as doctors and medical teams have to draw upon already strained O negative supplies, which can be given as a safe substitution.

Statements

Statement from Jason Morris

Jason Morris, Lead Paramedic for London's Air Ambulance and Incident Response Officer at London Ambulance Service.

Jason was one of the people who volunteered their time to support the new advert, and says:

"Last year, London's Air Ambulance had its busiest ever year. Day in and day out we attend incidents where we arrive to treat patients with the most serious, life-threatening injuries – where without immediate intervention the patient could lose their life right there at home or on the side of the road.

"Being able to give blood at the scene of an incident gives those patients a vital extra chance and time for us to get them safely transferred to hospital. And yet, none of this would be possible if it wasn’t for the incredible generosity of donors who come forward to give those all-important, life-saving blood donations.

"To anyone considering becoming a blood donor, please sign up today and become one of the life-saving heroes we rely upon every day!"

Statement from Gerry Gogarty

Gerry Gogarty, Director of Blood Supply for NHS Blood and Transplant, says:

"Every day, thousands of amazing people give blood. However, for the last year, we have been in Amber Alert with blood stocks remaining consistently low. We are grateful to our first responder colleagues who have helped bring to life the pressing need to ensure blood is available whenever and wherever it is needed most.

"We urgently need people to keep coming forward to fill appointments, especially in our 27 town and city donor centres and those with most-needed blood types including O negative, B negative and donors of Black heritage.

"This powerful new film demonstrates the extraordinary lifesaving impact blood donors have, even when they are worlds apart from the person in need and we hope more people will be inspired to be a hero and save lives."

Watch the 'Be there' advert below

How you can help

To register as a new donor or to book an appointment, please visit our website, download the NHS Give Blood app or call 0300 123 23 23.