NHS Blood and Transplant partners with Disney’s Marvel to encourage Black donors
Health authority’s tie-up with Black Panther: Wakanda Forever film aims to reach a new Black audience.
Disney’s Marvel Studios has teamed up with NHS Blood and Transplant and the Science Museum to harness the fictional sci-fi appeal of Wakanda to inspire people of Black heritage to come forward and give blood.
For the NHS, the Marvel tie-up will harness its franchise star power to meet the urgent demand for 250 donations every day to treat a variety of blood disorders.
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Zeeshan Asghar, head of commercial partnerships for NHS Blood and Transplant, said: “We hope this exciting partnership will help us in reaching a new Black audience with the message that they have the power to provide life-changing blood donations for sickle cell patients.”
In tandem with these efforts, the blockbuster has inspired the Technicians gallery at the Science Museum, which takes a look at the people who toil behind the scenes to make new technologies a reality and to promote career paths in the film industry.
Commenting on the Technicians initiative, Lee Jury, the senior vice-president of studios marketing at The Walt Disney Company EMEA, added: “This collaboration is another great example of how Disney’s Future Storytellers initiative is working to increase access to careers in filmmaking for under-represented groups, opening up the possibility for more young people to work in the creative industries and helping build up their talent and skills in the process.”
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The NHS partnership is the third and largest joint campaign between The Walt Disney Company UK&I and NHBST, following similar collaborations on Free Guy and Dr Strange in the Multiverse of Madness.
Credits
NHS agencies
Media planning: Manning Gottlieb OMD
Media buying: OmniGov @ Manning Gottlieb OMD
Creative: Livity and Havas London
Cultural consultancy: OMG Unite
Public relations: Red Havas
Disney agency
Brand partnership: Lime Communications