Tweet-activated liquid rainbow highlights gay blood donor restrictions

A tweet-activated rainbow filled with liquid has been designed to raise awareness of restrictions on gay men donating blood.

Installation aims to raise awareness of restrictions around gay men donating blood
Installation aims to raise awareness of restrictions around gay men donating blood

Cheil's Tim Polder has created a tweet powered-sculpture that comprises a rainbow composed of layers of liquid separated naturally into individual colours.

People who tweet  #PutRedBack campaign trigger a single drop of red coloured liquid into the clear part of the rainbow.

The activity has been created as part of some pro bono work for charity Freedom to Donate and aims to raise awareness of the restrictions on gay men donating blood.

The installation has been placed at the London Design Festival to help "shift the debate" forward.

The organisation needs 100,000 tweets to "put the red back". 

The project is being displayed at Somerset House until 27 September and the charity is also calling on people to sign a government petition that will lead to a parliamentary debate on current blood donation guidelines.

Brand: Freedom to Donate 

Agency: Cheil UK

Creatives: Tim Polder and Matt Pye

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).