Laila’s 'Rice for Life' 2017 Campaign

Did you know? In the time it takes to boil a pan of rice you could have saved three lives.

Though the entire process of donating blood takes around an hour, the actual giving blood bit only takes about 5-10 minutes. So, next time you’re watching the pan boil, think of who those three lives you could save might be.

Everyone has the potential to be a blood donor and we’ve teamed up with Laila Rice to spread the word!

Why Laila and what is ‘Rice for Life’?

Like with many of the dishes its rice accompanies, Laila is the perfect match for this campaign and is amongst the Top 10 UK rice brands.

NHS Blood donation partnership graphic with Laila RiceLaila regularly runs 'Rice for Life' campaigns - each theme always aimed at saving lives. Previous campaigns have included raising money for the British Red Cross' flood relief efforts in Pakistan; providing seeds and fertiliser to help families re-establish independence and covering the cost of vital medical supplies to prevent easily treatable diseases from needlessly claiming lives.

Meanwhile, Rice for Life 2014 marked a truly ambitious project and saw Laila donate one million servings of rice to the poor and hungry via UK food banks and NGOs in India.

Rice for Life 2017 has the same potential - a single blood donation has the power to save or improve up to three lives. We truly hope this partnership will translate into a significant uplift in the numbers donating from black, Asian and Arab communities.

Harry Dulai, Laila Foods MD, said: "As the fastest growing UK rice brand of 2017* Laila is perfectly placed to deliver this critical and life-saving message to people of all backgrounds and, during December, we are proud to join NHS Blood and Transplant on their mission to enlist more donors."

Why the campaign?About the Laila foods and NHS Give Blood campaign

  • Black, Asian and Arab donors are particularly needed for patients who need long term transfusion programmes (lots of blood on a regular basis over a long period of time).
  • Diseases such as sickle cell disease (mainly affecting people of black heritage) and thalassaemia (mainly affecting people of Asian, Arab or Mediterranean heritage) are two such conditions.
  • These patients need blood as closely matched as possible; the best way to get this match is blood from a donor of a similar ethnic background.

Why now?About the Laila foods and NHS Give Blood campaign

  • The campaign runs throughout December when there is a high demand for blood, for example as treatment for a blood condition or cancer or due to surgery, childbirth or an accident.
  • During the winter months, giving blood can slip off the to-do list as we see a rise in colds and bugs, people travelling and getting busy with celebrations.

What's happening?About the Laila foods and NHS Give Blood campaign

In a bid to drive awareness of the critical shortage of black, Asian and Arab donors, promotional packs will be rolled out in stores, supported by Laila teams who will be pitching up at Morrisons stores across England, working alongside our NHSBT experts to raise awareness and give people the chance to try some tasty food and find out how they can become lifesavers.

Find out more about your blood group.

* Kantar Worldpanel 52 w/e, 13th August, Total Dry Rice, value sales