A campaign to boost young and black blood donors kicked off this week.

The #ImThere campaign is urging people in Greater London to register as blood donors this week, with NHS Blood and Transplant saying they need 200,000 new donors each year to keep up with demands.

The health authority say half of all donors are over 45, meaning they need younger people to make sure patient needs are met in the future, and they require around 40,000 black donors to give blood to help those with sickle cell disease, which is most common among black people.

Mike Stredder, director of blood donation for NHS Blood and Transplant said: "Thanks to the generosity of our loyal network of regular donors, we can ensure that hospitals have the blood needed to treat patients and, as recent weeks have sadly proven, make certain our stocks are strong enough to respond to major incidents and emergencies.

"Don’t worry if you’ve never given blood before and don’t know what blood group you are – you find out shortly after your first donation.

"What’s important is that you register as a donor and book your first appointment to donate."

While 80,329 gave blood at least once last year, more is needed to keep up with demands across the country.

To register you must weigh more than 50kg and be aged between 17 and 66.

Visit NHS Blood and Transplant website or call 0300 123 23 23 for more information or to book an appointment.