The Birmingham rapper's latest project aims to highlight the lack of blood donors in the UK's black & Asian communities
Lady Leshurr has shared a new music video that aims to drive young donors to register and give blood, especially those from black and Asian communities.
The song leads the new #Represent campaign, a joint initiative from the NHS Blood and Transport authority and MOBO that has the aim of increasing registrations of blood donors from the two communities. In figures provided by the NHS, only 3% of donors who gave blood in the last 12 months are of black or Asian heritage. There is also a particular need for young blood donors to come forward, given that over 50% of all current blood donors are aged 45 and over.
In the promotional video, Leshurr performs on a London rooftop as such well-known names as Olympic gold medalist Nicola Adams, television presenter Ade Adepitan and Labour MP Chuka Umunna show their support for the new campaign.
Watch the video for ‘Represent’ below.
Speaking about her involvement in the new campaign, Leshurr said she jumped at the chance to contribute to what is an important initiative.
“It’s a cause close to my heart coming from the black community,” the Birmingham MC said. “I really hope it will make a difference, and bring about real change and help those that need it most. The time is now to give blood and save a life.”
To find out more or book an appointment to give blood, visit the NHS blood donation website, call 0300 123 23 23, or search for the ‘NHS Give Blood’ app.