The main goals of the campaign were to help break myths and misconceptions, amplify the voices of individuals living with sickle cell, and encourage more people of Black heritage to donate blood.

Sickle cell is a genetic blood disorder that affects haemoglobin — the protein in red blood cells responsible for carrying oxygen around the body. In people with sickle cell, these red blood cells can change shape in response to factors such as temperature changes, stress, or dehydration. When this happens, the cells become sickle-shaped, blocking blood flow and reducing oxygen delivery, which can trigger intense pain known as a crisis.

Throughout the campaign, we referred to sickle cell as a ‘Silent Crisis’, reflecting its place in society and the daily battles that sickle cell warriors face. Many experience bias in the healthcare system, facing judgment and stigmatisation, as highlighted in the powerful report ‘No One’s Listening’. By shining a light on the real stories of sickle cell warriors, we aimed to challenge misconceptions, amplify their voices, and provide a platform for them to share their lived experiences. 

We visualised this concept through the images and videos of a ‘silent scream’, symbolising the pain many warriors experience during crises and how they are often unseen and unheard due to a lack of understanding and awareness of their condition.

Thanks to donated non-vacant ad space from Bauer Media, we had nationwide coverage across billboards and Adshel Live sites in the UK, featuring a mix of static visuals and video content. On social media, the campaign achieved an impressive reach of over 20,000 and generated almost 50,000 views. This activity resulted in a 230% increase in website visits and more than 2,000 views on the campaign webpages featuring the stories of Sickle Cell warriors. This demonstrates genuine public interest in learning more about their experiences.

The ‘Silent Crisis’ campaign successfully raised awareness, sparked conversations, and strengthened community connections. We’re incredibly grateful to all our partners who made this campaign possible: Kanin Films for bringing the visuals to life, the sickle warriors for bravely sharing their stories, and Bauer Media for donating advertising space.

Although the live out-of-home (OOH) ads have now ended, the stories and content from the campaign will continue to feature on our social channels. We encourage everyone to read, share, and help amplify these voices to continue raising awareness of sickle cell and the urgent need for more blood donors within the Black community.