NHS Blood and Transplant staff are at Loughborough College today to encourage more young people to become blood donors. They also want them to spread the word and tell their family and friends.
It comes as recent figures show there has been a drop in the number of 17-24 year-olds registering to give blood in recent years.
The campaign, which also includes a week of donor recruitment events across the region, follows the national drive to recruit 100,000 new blood donors in 100 days.
NHS Blood and Transplant needs more than 1,000 new registrations every day to replace those donors who can no longer donate.
More top news
Police say they are searching for four people after a suspected ram-raid robbery on a building society in Leamington Spa.
Yamaha rider Jorge Lorenzo set the pace in practice for Sunday's British Grand Prix.
Some of the world's biggest Asian music artists tell ITV News Central why the Midlands is home to the bhangra scene.