London paramedics call for blood donations in powerful NHS campaign

Paramedics from London Ambulance Service are starring in a new NHS Blood and Transplant advert urging the public to donate blood and help save lives.

The ‘Be There’ campaign, filmed near Queen Elizabeth Olympic Park, dramatises a serious road traffic collision in which a motorcyclist suffers a suspected pelvic fracture and internal bleeding. The powerful scene highlights the urgent need for blood donations in real-life emergencies.

Paramedics Matt Price, Graeme Bainbridge, and Abbey Scott—who appear in the advert—are calling on Londoners to give blood.

“If no one gives blood, people will die. That’s the bottom line,” said Abbey. “One donation can save up to three lives.”

Graeme added: “There are donation centres across London. It’s simple, and one of the easiest ways to save a life.”

London Ambulance Service crews often witness the life-saving importance of blood supplies at the scene of road accidents, house fires, falls, rail incidents and medical emergencies. They especially rely on O negative blood, the universal type that can be safely given to anyone in urgent need.

The NHS continues to face a critical shortage. England remains in an Amber Alert status for O negative and O positive blood types—its longest-running alert, now approaching a full year.

Matt recalled attending a mother who suffered a postpartum haemorrhage after a home birth.

“She lost two litres of blood. I don’t think she would have survived without a transfusion,” he said. “Her baby was fine, but it brought home how essential blood is—not just in trauma cases but in everyday emergencies affecting our loved ones.”

Inspired by the campaign, Matt booked a donation appointment at his local clinic in Brixton the next day.

For more information, including how to book an appointment, visit the Give Blood website, use the GiveBlood app or call 0300 123 23 23.

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