By John McCarthy, Opinion editor

November 14, 2019 | 2 min read

Unilad has launched its first social good campaign since being acquired by LadBible more than one year ago, an initiative attacking a blood donation ban from gay and bisexual men in the UK.

Adopting the social good DNA that saw LadBible win Cannes Lions for its Plastic Isles push, Unilad is working with FreedomToDonate to highlight the fact that UK law makes it illegal for all gay or bisexual men to donate blood unless they abstain from sex for three months.

Working with creative agency Elvis, it hopes to become a strong advocate for the cause by influencing the public with its monthly reach of 430m users. On Saturday 23 November, it will launch an ‘Illegal Blood Bank in “a secret London location”.

Nick Hodgkins, brand marketing lead at LadBible Group, said: “With such a huge social following, Unilad’s content has a massive impact on our audience globally. We believe it’s our responsibility to leverage this to raise awareness about the issues facing young people and the topics that matter in their lives. Our partnership with FreedomToDonate aims to bring equality to the blood donation process. We want to help achieve a situation where anyone who can safely donate blood is able to do so, and pave the way for blood without bias across the board, ending any discrimination towards other groups too.”

Tanya Brookfield, chief executive of Elvis, added: “As a business, we are committed to championing diversity, inclusivity and representation in our industry, and in society. Unilad is an incredible platform that offers us the opportunity to genuinely make a difference, at scale. This engagement is the single most important social cause-driven project that we have ever had the honour of working on."

The campaign will roll out to 44 million Facebook followers and further resonate through paid social, PR and OOH activity.

Advocates can register to become a donor at The Illegal Blood Bank on 23 November here.

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