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

Winner: LADbible Group and Elvis

Collab - Best equality
Collab - Best equality
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: 'This Is Art Not Porn' by Fearless PR Ltd for Vicky Martin Method

This campaign against Facebook not allowing images of tattoo artwork on women who have undergone a mastectomy - the platform classed such images as pornograhy - involved several bold steps. These included: launching a video plea across body tattooist Vicky Martin’s social media channels; creating a 15-foot inflatable boob to display outside Facebook's London HQ; and peaceful protests outside the office. All gathered significant media coverage. Facebook apologised for suspending Martin's account.

Shortlisted:

'Drag Cleans' by The Romans for Method

'Soho Impact: Open House' by Soho House

'Where Do You Draw The Line?' by Lucky Generals for #timeTo

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