11: BRAND PURPOSE (Brand Purpose)
The Illegal Blood Bank - LADbible Group
|Title of Entry:||The Illegal Blood Bank|
|Creative Director:||Rob Griffiths|
|Date of Release:||2019-11-14|
1 in 4 of us will depend on donated blood in order to stay alive. Yet millions of pints cannot be collected due to an outdated, discriminatory law that puts a blanket ban on all sexually active gay and bisexual men from donating.
We worked with FreedomToDonate to create a visceral, awareness driving campaign using real human blood that pressurised the government to change the law.
We opened The Illegal Blood Bank: the world’s first blood bank for gay and bisexual men.
In just one day, we collected enough blood to save 78 lives, and prompted an NHS investigation into our pioneering new process.
UNILAD’s brand goal is to share brave ideas. The platform has a broad audience, reaching 60% of Facebook users, with very diverse views. Our brief was to raise awareness of blood donation discrimination in order to increase public pressure for change, and identify and champion an alternative process of screening potential blood donors, in order to build brand equity.
We needed to go beyond just shining a light on the issue – we needed to bring a solution to the table, so that our awareness driving campaign had a chance to drive real action. We opened The Illegal Blood Bank: the world’s first blood bank for gay and bisexual men. Donors were recruited using hard-hitting content across UNILAD’s social channels, encouraging gay and bi men to donate a real pint of their own blood in protest.
We pioneered a new screening process that assesses everyone fairly, then tested the blood to the same medical standards as the UK national health service. 100% of it was safe to use.
Those who couldn’t donate on the day pledged a digital pint, and allies to the cause showed their support by signing our Change.org petition and using #BloodWithoutBias across social media.
The real pints of blood we collected were tested to the same medical standards as the NHS.
Once we knew our blood was 100% safe, we could use it to shock the world.
We displayed physical pints of real blood around Westminster and throughout the streets of London, showing that the government is ignoring millions of pints of safe, lifesaving blood with legislation based in bias, not science.
We raised awareness to increase pressure for change:
- Our online content delivered 10.9m impressions and 900k video views on UNILAD channels alone.
- We secured headline coverage on BBC and ITV news in a primetime weekend slot, as well as coverage across the Daily Mail, Metro and Jeremy Vine Show. It is extremely rare for a digital media platform to see positive coverage within traditional media channels, so we feel that headlines at prime time are testament to the impact and relevance of our campaign.
- We saw a 16 point uplift in awareness of the issue. for people who saw our campaign content. Awareness of ‘blood donation discrimination: 81% exposed vs 65% control
- Our content changed people’s minds. 62% of those who saw our campaign were ‘Extremely in favour’ of changing the policy, vs 46% in the control group.
- Meltwater’s social listening reveals that, on launch day, conversation about blood donation on social increased by 140%.
But what’s more, we sparked action, among consumers and stakeholders:
- 5000+ pints were pledged on the campaign microsite
- 61k petition signatures from UNILAD’s community on the Change.org petition
- The campaign prompted an NHS response, explaining that they will be investigating ‘individualised risk assessment’. They committed publicly to publishing the outcome in 2020.
We successfully piloted a new, safer screening process for blood donation:
- In one day, using ‘individualised risk assessment’, UNILAD collected enough blood to save 78 lives.
- All the blood was deemed 100% safe to use, showing that governments all over the world are ignoring millions of pints of safe, life saving blood with legislation based in bias, not science.
|Other Credits:||Creative Director - James Hudson|
|Other Credits:||Creative - Rhys Hughes|
|Other Credits:||Creative - Barret Helander|
|Other Credits:||Strategy Director - Camilla Yates|
|Other Credits:||Design Director - Chris Dorn|
|Other Credits:||Creative Producer - Joe Revens|
|Other Credits:||Creative Production Director - Lottie White|
|Other Credits:||Account Director - Rosie Robertson|
|Other Credits:||Brand Marketing Lead - Nick Hodgkins|
|Other Credits:||Head of Marketing - Lizzie Barclay|