Mother New York’s “Blood is Blood”

Agency ········· Mother New York
Medium ········· Digital
Launched ······· June 2018
Role ··········· Production Assistant

Insight

In America, gay men are not allowed to donate blood within a three-month period due to an outdated fear of potentially spreading HIV.

Solution

Mother New York decided to use the blood of men who had sex with other men (MSM) and transform it into the ink that's etched into these shirts.

Assisted in production demands on-set.

Impact

The message and shirts were launched on World Blood Donor Day 2018 during the middle of Pride Month where the campaign was featured on Paper, Out, Pink News, AdWeek, AdAge, and more.