Purpose Awards EMEA 2020: Brand Led - Best Equality & Inclusion Cause Campaign

Winner: LADbible Group and Elvis

Purpose Awards EMEA 2020: Brand Led - Best Equality & Inclusion Cause Campaign

Winner: 'Unilad: the illegal blood bank' by LADbible Group and Elvis

This brave campaign sought to raise awareness of the fact sexually active gay and bisexual men are banned from donating blood. The answer was the 'illegal blood bank' – a real blood bank that ran for one day in a secret London location. It acted as a proof-of-concept for the proposed new ‘individualised risk assessment’ questionnaire that screens all donors equally.

On the official opening of Parliament, physical pints of real blood were displayed around Westminster and across London to make a statement the government couldn’t ignore.

The campaign led to greater awareness of ‘blood donation discrimination’ – 81 per cent of people who were exposed to the campaign were aware, versus 65 per cent in a control group. In addition, 62 per cent of those who saw the campaign were "extremely in favour" of changing the policy (control: 46 per cent).

Over 5,000 pints of blood were pledged and there were 61,000 petition signatures. The campaign prompted an NHS response, saying it will investigate "individualised risk assessment" and promising to publish the outcome in 2020.

The campaign even successfully piloted a new, safer screening process for blood donation. In one day, utilising the individualised risk assessment approach, Unilad collected enough blood to save 78 lives. All the blood was deemed 100 per cent safe to use.

Highly commended: First for Women #16DaysOfLight by Foxp2 for First for Women Insurance

In South Africa one in four women experience physical violence, and the femicide rate is five times higher than the global average, with three women being murdered every day. This campaign sought to highlight the work of the First for Women (FFW) Foundation, by bringing gender-based violence into the spotlight by literally shining a light on the actual locations of femicides and honouring the stories left behind. Each night for 16 nights, FFW projected a hauntingly poetic tribute – written in light – to the women who died there. The campaign delivered a combined reach of 41.5 million and in just 16 days, for-women.co.za’s performance increased drastically, with visitors increasing by 2000 per cent and pledges increasing by 456 per cent since October 2019.


‘Signsbury’s: The world’s first deaf-friendly supermarket’ by Gravity Road for Sainsbury’s

‘Drag Cleans’ by The Romans for Method

Join us for Campaign & PRWeek's Purpose Summit on 26 November where we'll be examining the power of purpose in media and communications, revealing the difference a strong brand direction and purpose can have on your company's success. Click here to find out more and book tickets.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in