GOLD | Use of Public Relations of 2017
FCB Health and Gay Men's Health Crisis
All judges were impressed by the Blood Equality campaign's outstanding creative work and overall execution.
“This is a powerful campaign,” said one judge. “The print work is gorgeous and the multifaceted approach delivered a very focused message.”
The ongoing objective is to raise awareness of the 30-year-old discriminatory policy of banning gay men from donating blood. Ultimately, the goal is to drive new blood donation policies based on individual risk assessment rather than sexual orientation.
The campaign has drawn worldwide media attention and made big strides on the policy front last year. For example, the FDA opened a public docket on the matter, sent a representative to the Blood Equality medical advisory board meeting, and requested follow-up sessions to discuss and debate the science behind the ban.
Several high-profile initiatives last year helped raise awareness and spark scientific debate. They included a rally on the steps of New York's City Hall that happened around the time of the tragic mass shooting at Pulse nightclub in Orlando, Florida.
Other events, including numerous art installations, were hosted in New York City and Washington, DC. Messaging is regularly pushed out across numerous channels, including a PSA, print ads and posters, BloodEquality.com, Facebook, Instagram, and Twitter.
The FCB Health Blood Equality team works on a pro bono basis and collaborates with partners that also donate time, photography, other artwork, and printing services.