UK NHS to use dating sim game to recruit blood donors

The UK NHS is aiming to recruit new blood donors via an upcoming dating sim game.

Curve Digital‘s upcoming Table Manners will encourage players to give blood at permanent donor centres in major towns and cities across England.

Forming part of NHS Blood and Transplant’s ‘What’s Your Type?’ Valentine’s campaign, the Table Manners partnership will see give blood messaging delivered to the community pre-launch and in-game when it releases via Steam on February 14.

NHS Blood and Transplant is particularly in need of male donors with O negative, B negative and A negative blood types.

“All our donors are amazing. But we need more than 68,000 men to start donating blood this year,” said Nadine Eaton, NHS Blood and Transplant’s head of blood donor recruitment.

“This is not about recruiting as many donors as possible – it’s about getting the right gender mix.”

Curve Digital publishing director Simon Byron said: “Table Manners like every other game out there has the power to reach and engage in a way other mediums cannot.

“If our partnership with NHS Blood and Transplant inspires a few people to register, then we’d be very, very happy indeed.”