On October 14, 2025, the United Kingdom took a bold new step to address its chronic blood shortage, as the Driver and Vehicle Licensing Agency (DVLA) and NHS Blood and Transplant (NHSBT) announced a nationwide campaign to encourage blood donation among would-be drivers. In a move that could impact millions each year, anyone applying for a driving licence will now receive an email prompt with a link to register as a blood donor, along with a clear message: blood donation saves lives.
This initiative, described by officials as a "fantastic opportunity," specifically targets younger people—those often just beginning to drive—because more than half of regular blood donors in England are currently over the age of 45. The NHS hopes that by connecting with young applicants at a pivotal moment in their lives, it can foster a new generation of lifelong donors and secure a stable blood supply for years to come. "At 17 you can both learn to drive and start giving blood," said Altaf Kazi, assistant partnerships director for NHS Blood and Transplant, according to BBC. "So this new partnership with the DVLA is a fantastic opportunity for the NHS to reach more younger people who have a lifetime of donating ahead of them."
Tim Moss, chief executive of the DVLA, echoed this sentiment, highlighting the agency’s unique reach. "With millions of driving licence applications processed each year, DVLA is in a unique position to help raise awareness and make it easier for people to take that first step," Moss told reporters. "Younger donors are vital to the future of the blood supply, and we're pleased to play a part in helping more of them get involved."
The process is straightforward: after submitting a driving licence application, applicants will receive an email containing a direct link to register as a blood donor. The message also makes it clear that giving blood is a simple act with profound consequences. NHSBT officials are optimistic that this digital nudge will prove as effective as a similar strategy rolled out in 1994, when the driving licence application began including an option to join the organ donor register. According to NHS Blood and Transplant, around 70% of those on the organ donor register signed up through this prompt—a testament to the power of timely, targeted messaging.
The urgency behind this campaign is palpable. Hospitals across England require 5,000 blood donations every single day to treat patients suffering from traumatic injuries, complications during childbirth, blood disorders, and cancer. Earlier this year, the NHS warned of a "challenging" blood shortage, issuing an amber alert as supplies dipped dangerously low. The situation has yet to fully recover, with a "critical" need for more donors—especially those with O negative blood, the universal type that can be given to most patients in emergencies. The NHS estimates that 200,000 new donors are needed to ensure a safe and reliable supply, and it’s clear that younger donors are key to the solution.
For some, the importance of blood donation isn’t just a public health message—it’s deeply personal. Maisie Marsh, a 17-year-old teaching assistant from Liverpool, knows firsthand the difference a single donation can make. Born with pyruvate kinase deficiency, a rare blood disorder that can be life-threatening and cause severe fatigue, infections, and pain, Maisie has relied on more than 100 blood transfusions throughout her young life. "Many people my age probably haven’t thought of giving blood. Having the option to sign up when applying for a driving licence is a good way to get the message out to people who are the right age to start donating," she said, as reported by BBC and The Mirror. "I know first-hand the difference blood donors make. Transfusions were vital for me to grow and thrive when I was young and now they help me to stay well and lead a normal life. People mostly associate blood transfusions with emergencies but every day there are so many people like me who need blood for ongoing conditions. My family and I are always asking people to give blood if they can. It’s so easy, and you save lives."
Maisie’s story is not unique. Every day, thousands of patients across England depend on the generosity of donors for their survival and quality of life. Yet, as NHSBT’s Altaf Kazi pointed out, "More than half of our regular donors are aged over 45. We need more young people to become regular donors to ensure lifesaving blood is there for patients who need it now and in the future. Giving blood is quick and easy. In just one hour you can save up to three lives. Please register and book your first appointment today."
The DVLA’s collaboration with NHSBT builds on decades of partnership. Since 1994, the option to join the organ donor register has been embedded in the driving licence application process, and the results speak for themselves. Now, officials hope to replicate that success with blood donation, leveraging the moment when young people are taking a significant step toward adulthood—learning to drive—to also encourage them to take responsibility for their community’s health.
Tim Moss, reflecting on the new addition to the DVLA’s digital services, said: "This simple addition to our digital services could help save lives." The hope is that by making it as easy as possible to register, more people will be inspired to take action. After all, the need is pressing: the NHS has faced persistent shortages, and the pandemic years only exacerbated the situation, with blood stocks sometimes running so low that hospitals were forced to delay or adapt treatments.
For policymakers and health officials, the campaign is as much about shifting attitudes as it is about boosting numbers. By normalizing blood donation among young people and integrating it into a familiar life milestone, they aim to ensure that the next generation sees donation not as an extraordinary act, but as a routine part of civic life. And with every new donor, the chances improve for patients like Maisie, for accident victims, for mothers facing complications in childbirth, and for countless others whose lives depend on a steady, reliable supply of blood.
The DVLA and NHSBT are betting that a simple email prompt—delivered at just the right moment—can help turn the tide. If their previous partnership on organ donation is any indication, this new initiative could well become a cornerstone of public health strategy in the UK, ensuring that every hospital has the blood it needs, when it needs it. For now, the message is clear: whether you’re learning to drive or just looking for a way to make a difference, giving blood is one of the simplest, most direct ways to save lives. And thanks to this campaign, it’s never been easier to get started.
As the campaign rolls out and millions receive the new prompt, the true impact of this partnership will become clear in the months and years ahead. For the NHS, for patients, and for the next generation of donors, the hope is that this small change will lead to countless lives saved and a healthier, more resilient nation.
