Blood donors across England are being sent a text message when their blood goes to a hospital to save or improve a patient's life.
It is hoped the new text service will help encourage current donors to continue to give blood by offering them an insight into how their donation is used, as well as inspire others to donate.
Blood donation is a lifeline of the NHS and its hoped the scheme will encourage the 200,000 new donors the NHS needs this year.
There is a particular need to attract younger donors and people from South Asian and black communities.
Currently, only 1% of people who have given blood in England in the last 12 months come from black communities, and only 2% come from South Asian or mixed race communities.
Every three weeks, two strangers save Amit Ghelani's life.
A lot of the blood in his body started in somebody else's. He has Thalassaemia, a condition which means he does not produce red blood cells.
It is the donations of people he has never met which keep him alive.
On World Blood Donor Day, NHS Blood and Transplant are trying to highlight how donors across the country save lives such as Mr Ghelani's every day.
Mr Ghelani, 30, who has relied on regular blood transfusions since he was three months old, told Sky News: "I wouldn't be here without those donations".
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