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Newsletter Article


Dutch Blood Institute Attracts Young Donors by Collaborating with Gaming Company

Country Correspondent: Margje Haverkamp

The Dutch nonprofit Blood Institute, Sanquin, has partnered with Riot Games, a developer that produces the League of Legends, one of the world’s most popular video games, to attract young male donors. Dutch gamers who scheduled an appointment to donate blood between August and December 2018 at a Sanquin center and sent in a selfie received a free “skin” (a graphic file used to change a character’s appearance). The campaign was marketed with the hashtag #MyFirstBlood, ahead of the European League of Legends Championship Series held in September 2018. The initiative was a success; by the end of September, 1,000 gamers, mostly young men ages 18 to 35, had donated.

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