The demand for blood and blood products are public health concerns for healthcarernsystems throughout the globe, including Ethiopia. However, the supply for them shows arnnoticeable gap. The purpose of the study intends to assess practices and challenges of PRsrnCampaign Communication at ENBBS in Addis Ababa. It employed descriptive mixedrnmethods research which involved both quantitative and qualitative research methods torncollect quantitative data from 252 sample respondents and 63 informants, respectively. Forrnthis purpose, the researcher used structured questionnaires for conducting the survey,rnwhile interview guides for semi-structured interviews and checklist for FGDs, andrndocumentary analysis template for documentary analysis of those relevant documents andrnmaterials. Quantitative data was analyzed using SPSS software, and thematic and contentrnanalysis techniques were employed to the respective qualitative data. Findings of thernreveal that Institute had gap in designing and implementing both short-term and long-termrnPR research-based campaign strategies for proficiently selecting, implementing andrndistributing blood donation messages targeted to raise knowledge, inform attitudes andrnmotivate behaviour change, through the controlled media tools; the existing BDCs werernexcessively and partially focused at a very few sections of the greater mass, which werernmainly communities of schools, football teams, and religious groups. Practices of PRsrnblood donation campaign communication at ENBBS are not also given due attention by thernmanagement, lack of basic input resources, not planned based on research-inspiredrnapproach, and the communication used text and audiovisual messages which were notrnwell-organized and tailored to potential audiences. However, ENBBS employed TV, radio,rnvarious events, brochures, leaflets, t-shirts and caps and other tools to communicaternvoluntary blood donation campaigns. These efforts were undertaken with somernencountered challenges like shortage of skilled manpower and resources and lack ofrnimplementing research-inspired PR strategies. Finally, it recommends employment ofrnprofessionals in PR Department, allocation of adequate resources, use of appropriate andrnaudience-friendly communication tools, and preparation of all messages based on researchrnfindings.