Blood Surrogates:
Ending the ban against gay men donating blood
In 2018, gay men in Canada were banned from giving blood unless they gave up sex first. At the same time, Canadian blood supplies were at record lows, leading to a desperate demand for new blood. Egale Canada Human Rights Trust — the country’s leading advocate for LGBT+ issues — wanted shed a light on this discriminatory ban and convince Canadian Blood Services to end it for good. Together, we created this campaign to show government agencies how much blood they’re missing out on, ultimately leading to the end of the ban in Canada.
LAUNCH VIDEO
CASE STUDY
Direct Mail / Promo
Social media influencers and key Canadian Blood Services decision makers received press kits with glitter-filled blood bags in order to spark a conversation online.
Campaign Imagery
RECOGNITION:
CLIOS
Silver: Film - Original Music
THE ONE SHOW
Merit: Design - Moving Image
Shortlist: Radio & Audio - Craft, Writing
Shortlist: Radio & Audio - Craft, Use of Music
D&AD
Merit: Radio & Audio - Use of Branded Audio
ADCC
Gold: The Michael O’Reilly Best Copywriting Award
Gold: Film - Original Music
Silver: Online Public Service
Silver: Film - Animation
Bronze: Design - Public Service Design, Single
MARKETING AWARDS
Gold: Craft - Copywriting - The Micheal O’Reily A
Silver: Craft - Music
COMMUNICATIONS ARTS
Illustration Annual
APPLIED ARTS
Illustration Annual - Motion Under 3 minutes