A PIONEERING campaign to boost the number of people giving blood was launched in Cheltenham this week.
The national campaign's aim is to generate 100,000 new donors in 100 days.
It was kicked off in the south west in The Entertainer in the High street.
Every year 225,000 new donors are needed to replace existing donors who drop out of the system.
And this year, the need is more urgent following a dramatic decline in the number of younger donors signing up.
Attendees dressed as presents on the day to symbolise the gift blood donors give to recipients.
Jonathan Sewell, from the NHS Blood and Transplant unit, the lead donor relations manager for the Gloucestershire area, said: "We need 100,000 donors to sign up in the next 100 days to help us start addressing the shortfall.
"We're asking the people of Cheltenham and the south west to come forward and would especially welcome young people as there has been a sharp decline in this age range."
To find out if you are eligible to become a donor and to register, visit www.blood.co.uk or call 0300 1232323.