Hotwire’s partnership with UNILAD to challenge the government on its blood donation policies
UNILAD, the most engaged publisher in the world, wanted to use its huge reach among young people aged 18-34 to raise awareness of this little-discussed issue. By partnering with pressure group FreedomToDonate, creative agency, ELVIS, and Global Communications Consultancy, Hotwire, UNILAD launched the #BloodwithoutBias campaign and opened The Illegal Blood Bank – the world’s first blood donation clinic for gay and bisexual men.
The campaign’s central goal was to raise awareness, put pressure on the government to change their ‘out-dated’ legislation, and demonstrate how alternative methods can help identify new, safe donors to meet the NHS’ 135,000 yearly new donor target.
‘Since working with UNILAD on this campaign, we were able to help show that individual assessments could work, that millions of lives could be saved, and we could change perceptions of gay and bisexual men who want to safely donate blood’ said Ethan Spibey, FreedomToDonate.
• Drive a greater understanding, especially outside of the LGBTQ+ community, of the current blood donation policy affecting MSM men
• Drive a minimum of 2,000 MSM men to donate a virtual pint via the #Bloodwithoutbias website
• Secure sign ups from at least 150 MSM men to physically donate blood at The Illegal Blood Bank
• Demonstrate the potential level of safe blood going to waste
• Drive in-depth earned media coverage across broadcast and national press
• Educate UNILAD and wider consumer audiences on the discrimination and out-dated legislation and how the policy change can save lives
• Create an integrated campaign consisting of earned media and a social awareness strategy on owned channels to drive blood donations and sign ups
• Use case studies to celebrate real people behind the story to inspire people to donate
• Take the story to the people and organisations that will have impact