Bold: advert-body-4 by WATConsult

A transgender modeling agency Bold is asking people why they don't donate blood to commemorate Blood Donors Day.

The campaign conceptualised by WATConsult revolves around how transgenders are not allowed to donate blood but what is stopping others. The film features Rudrani Chettri Chauhan, a transgender who went against all odds to build India’s first LGBT modelling agency, highlighting the inequality transgenders have to face. She further urges people to stop judging them instead go and donate some part of their blood which could save someone's life.

As a part of the campaign, the agency has created a microsite www.whydontyou.in wherein a donor can register and donate blood with a Mumbai based blood donation bank, Triumph Blood Donation bank.