New York Healthcare agency FCB Health has partnered with Gay Mens Health Crisis (GMHC) to launch a new campaign pushing for less discriminatory regulations around blood donation.
The campaign, which specifically targets the United States, Australia, Canada, Brazil and Germany, shows each country's flag embroidered into a blood donation bag and incorporated into the rainbow flag.
According to reports from PinkNews, the agency behind the campaign said: “Many countries, including the U.S., Australia, Canada, Brazil and Germany, endorse the fight for equality in marriage, schools, the workplace and housing, yet discriminatory criteria for blood donation remain."
They continued: “This altering of the traditional flag design, compounded with the use of exposed thread and stitching, powerfully brings to life the juxtaposition between LGBTQ Pride and discrimination."
“Ultimately, these flags aim to highlight cultural hypocrisy as a call to action, and unite these countries in an effort to advance blood equality on a larger scale.”
Kelsey Louie, CEO of GMHC, added: “We want to restore the fundamental right to donate blood, and make it a more equitable process across the board."
“Current donation policies stem from fear and outdated stigmas surrounding sexual orientation, when they should instead be based solely on testing and scientific risk assessments.”
The law in Australia currently states that men who have sex with men can only donate blood once abstaining from all sexual contact for more than 12 months.