it’s good to be a giver

Gen Z and Millennials are the most connected, expressive, and socially engaged generation — yet they’re the least likely to donate blood.

Well we set out to change that. By partnering with Tinder, we reframed blood donation as something culturally relevant, desirable; hot. Because what’s more of a green flag than generosity?

Gen Z and Millennials care, and care about caring. They pride themselves on empathy, and they find generosity genuinely attractive. They’re drawn to generosity in others and want to show it in themselves, but haven’t realised giving blood is one of the most powerful ways to do it.

It’s Good to Be a Giver turns giving blood into a dating flex.