In 2018, Laila launched a major, on pack campaign with NHS Blood and Transplant to highlight the critical shortage of blood donors from Britain’s ethnic minority communities. The campaign, backed by celebrity chefs Ching-he-Huang and Cyrus Todiwala, was hailed a huge success by NHS Blood & Transplant, who reported the highest BAME New Donors Registering & Donating in the last three years during the months the campaign ran. It also helped raise awareness with significant media pick up. The campaign video attracted tens of thousands of views via NHS social media platforms. To take a look at the campaign video Click Here