In order to encourage the public to make blood donations, particularly over the course of National Blood Week, NHS Blood and Transplant launched a campaign called #BloodForEngland with support from renowned rugby players.
The campaign is extremely driven by stories, featuring accounts from ex-England rugby World Cup winners like Jonny Wilkinson, Martin Johnson, Ben Kay and Matt Dawson, who reveal how donating blood has impacted them some way or another personally.
Beyond listening to the stories of these rugby players on YouTube, the public is being urged to make a blood donation by the end of October to help fill up an online totalizer in the shape of a rose, a symbol that is traditionally embroidered on uniforms sported by England rugby players. In total, 100,000 people are being urged to step up to make blood donations.
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