Circle of Life Campaign

Alesha Dixon Circle of Life Campaign

National blood service launches ‘Circle of Life’ campaign to reach BME communities

The National Blood Service (NBS) is launching a campaign to encourage more Black and Asian people to give blood and join the British Bone Marrow Registry (BBMR). The ‘Circle of Life’ campaign is aiming to raise awareness on why more people from ethnic communities need to donate blood and encourage them to take action.

The competition offers the public the chance to get their work exhibited in a touring gallery alongside art from some of the country’s leading Black and Asian celebrities. The winning design will also star in a new NBS ad campaign to inspire even more people to donate.

To take part in the competition, people need to create a work of art within a circular template. Any colours or images can be used but the message MUST be positive and encourage others to give blood.

Singer Alesha Dixon and actor Chris Bisson launched the competition by creating their own Circles of Life.

Alesha commented:
“We want people to stop and think about how important giving blood is, so my Circle is about how donation is totally priceless.”

The campaign is reaching out to communities with a number of activities including sponsorship of the ACLT’s Gift of Life Ball, endorsement from Faith Leaders, a celebrity donor clinic, a ‘Circle of Life’ art competition and events. The overarching aim is to bring communities closer to donation, demystify the process and increase the number of potential donors coming forward.

The NBS collects around 8,000 blood donations every day just to maintain the supply of blood to hospitals across England and north Wales. Statistics show that only five per cent of the eligible population donate blood, and less than three per cent of the total number of donors are from ethnic minority backgrounds. This means that on average, just over 200 people from BME communities donate each day across the whole of the UK.

Zeeshan Agshar of the NBS explained why the organisation is aiming to increase this number to at least 300 a day, and also increase the Black and Asian registrations on the BBMR by a further 1500.

“We are encouraging people from the widest communities to come forward to ensure that whenever someone is in need of blood or bone marrow, there is a matching type available. Some blood types are more common within ethnic communities, and with bone marrow, you are much more likely to find a match from your own ethnic group. There are also health conditions prevalent within ethnic communities that need constant supplies of blood, like Sickle Cell Anaemia and Thalassaemia Major. All of these factors show just how important it is for people from all communities to come forward and give blood so we can continue helping those in need.”

In last year’s successful ‘Circle of Life’ campaign, 30 celebrities created circular works of art depicting the need for blood donation. In this year’s campaign, members of the public are being invited to take part and create their own circles. A competition will offer people the chance to have their artwork exhibited in a ‘Circle of Life’ Gallery alongside artwork from a host of famous faces. The Gallery will tour donor clinics in London and Birmingham in November and the winning designs will also feature in an advertising campaign to encourage people to give blood.

Zeeshan added: “Overall, we are trying to break down barriers to show that there is nothing to fear and that individuals can make a huge difference to the lives of people in their own community. There is no better gift than the gift of life.”

If you are aged between 17 – 59 years of age, in general good health and weigh over 7st 12lbs (50kgs) you can potentially give blood. Donors can ring the National Donor Helpline on 0845 7 711 711 (open 24hrs) or visit to register their details and find the venues and times for their nearest blood donation session.

The Circle of Life competition is open to all ages. Terms and conditions apply.

Templates, entry form and full details can be downloaded from where there are also tips, ideas and inspiring stories to get the creative juices flowing! Anyone who becomes a ‘MySpace Friend’ of the campaign can also look at all the other artwork submitted.

Entries can be sent to or sent to:

Freepost RRKU-EYXC-HCKT, Circle of Life,
Uproar Communications,
35 Little Russell St, London, WC1A 2HH