MOBO has announced the launch of a new campaign, B Positive, in partnership with NHS Blood and Transplant, as part of the brand's MOBOvation Season in the run up to this year's awards on November 29.

The campaign, named after a blood type which is more common among black people, aims to encourage new blood donors, particularly people aged 17-35 from black communities, who are more likely to have genetic blood conditions including sickle cell disease. Kanya King, MOBO Founder and CEO, commented 'MOBO has always had a social and cultural responsibility to drive positive change, so we are proud to team up with NHS Blood and Transplant again to launch this vital campaign. B Positive has been created to raise awareness and encourage blood donation through the power of music and motivate a new generation to take action and get involved'.