Marvel Studios’ Black Panther: Wakanda Forever and NHS join forces in a bid to boost Black heritage blood donors

  • The activity launches the next stage of the NHS’s ‘Not Family, But Blood’ campaign
  • The collaboration celebrates the power of local groups, with the ambition to drive tangible change and impact for Black communities
  • The campaign marks the third and biggest alliance between The Walt Disney Company UK&I andNHS Blood and Transplant

Marvel Studios’ hotly anticipated Black Panther: Wakanda Forever has joined forces with NHS Blood and Transplant (NHSBT) in a bid to boost Black heritage blood donations across the UK.

The collaboration marks the next stage in the NHSBT’s ‘Not Family, But Blood’ campaign. More Black donors are urgently needed to meet increasing demand. Hospitals now require 250 donations every day to treat blood conditions such as sickle cell, an illness more prevalent in people of Black heritage, compared with 150 five years ago.

The campaign showcases the powerful legacy of kinship, positioning giving blood as building on this heritage of care and community. This is embodied by the people in Black Panther: Wakanda Forever, whilst in different tribes, together they are stronger, supporting and protecting their community.

Co-branded Black Panther: Wakanda Forever digital content will be shared across NHS Blood and Transplant and Marvel UK social channels with a call to action for people to register as a blood donor.

Black Panther: Wakanda Forever is the sequel to 2018’s critically acclaimed and global cultural phenomenon, Black Panther, one of the most beloved films of the Marvel Cinematic Universe. The new movie, launching in cinemas November 11, sees the Wakandans strive to embrace their next chapter, fighting to protect their nation from intervening world powers in the wake of King T’Challa’s death.

‘Not Family, But Blood’ 2022 Campaign

Commenting on the announcement Owen Dommel, Director, Marketing Partnerships UK & EMEA at The Walt Disney Studios said “Community and kinship sit at the core of our film. Our hope is that through this collaboration these values are translated into action to ensure the NHS receives the blood donations it so urgently needs.”

Zeeshan Asghar, Head of Commercial Partnerships for NHS Blood and Transplant, said: “We are thrilled to collaborate with Marvel Studios’ Black Panther: Wakanda Forever as we move to the next stage of our ‘Not Family, But Blood’ campaign to urgently recruit more Black heritage donors.

“We hope this exciting partnership will help us in reaching a new Black audience with the message that they have the power to provide life-changing blood donations for sickle cell patients.”

The third and largest campaign between The Walt Disney Company UK&I and NHBST, following on from successful collaborations with Free Guy and Dr Strange in The Multiverse of Madness, activity will target communities across London, Manchester, Leicester, Bristol and Birmingham via social and paid media activations. The campaign will run until Saturday 31 December.

Become a blood donor. Register today and book an appointment by visiting, downloading the GiveBloodNHS app or calling 0300 123 23 23.