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Warhammer 40,000 tie-in draws young donors, shows power of pop culture in public welfare_我的网站

A |     抚顺曾是一座因煤而兴的城市，多年来不断开采，形成了“煤在城中采，城在矿边建”的独特城市形态。自2018年起，抚顺市对采煤沉陷区展开综合治理，曾经满目疮痍的土地，如今已然绿树成荫、生机盎然。

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    A blood donor poses together with a cosplayer dressed as a Sister of Battle from Warhammer 40,000. Photo: Official account of the Shanghai Blood CenterFor a few hours, the Shanghai Blood Center looked more like a fan convention than a medical facility.
Cosplayers in brightly colored power armor, carrying replica weapons, posed in front of displays featuring quotations and insignia from Warhammer 40,000, which is regarded as one of the world's best-known miniature wargames. Fans gathered around them for photos, creating the atmosphere of a franchise meet-up.
But the visitors had not come simply to meet fellow enthusiasts. Many had traveled from across China to roll up their sleeves and donate blood, drawn by the chance to take home a Warhammer-themed model.
The unlikely crossover reflects a broader effort by Chinese blood centers and public welfare organizations to reach young people in a language they recognize. By collaborating with popular international and domestic franchises, these organizations are making traditionally solemn causes more accessible - and, in this case, turning online enthusiasm into first-time blood donations.
Toys for life
From July 24 to August 2, the Shanghai Blood Center held a campaign allowing people who donated whole blood at designated sites to enter a prize draw for Warhammer 40,000-themed figures and models.
The prizes ranged from giant 1:18-scale Knight Titans - towering war machines in the franchise's fictional universe - and Primarchs, its superhuman military leaders, to standard Space Marine figures.
    A Warhammer 40,000-themed model display at the Wonder Festival 2023 Beijing File photo: VCGThe crossover quickly became a topic of discussion online. According to the center, posts related to the campaign drew millions of views on Chinese social media platforms Weibo and Xiaohongshu (rednote) within three days, alongside a surge in user-generated posts and shares.
At three designated blood donation sites, the combined number of donors reached 256 in a single day, said the center.
The response was particularly notable because Shanghai had experienced consecutive days of high temperatures, which reduced pedestrian traffic and affected street-based blood collection.
With some models distributed faster than expected, the center held another round of the campaign on August 8 and 9.
The campaign appears to have reached the audience it was designed to attract. Zhu, 25, who donated blood in Shanghai on August 1, told the Global Times that his interest in Warhammer was the main reason he joined the campaign.
"I had never donated blood before taking part in this event," Zhu said.
Zhu lives outside Shanghai, as did many participants he met at the site. Some had traveled from the neighboring provinces, while others came from even farther away, largely because of the Warhammer models.
"Close to half of the donors on site that day were giving blood for the first time, and they were also Warhammer fans," Zhu said.
The campaign was neither an isolated experiment nor the center's first attempt to use pop culture to engage potential donors. According to the Xinhua News Agency, the Shanghai Blood Center began exploring IP collaborations in 2014 and has more than a decade of experience in such campaigns.
Pop culture for public good
China's voluntary blood donation rate has reached 11.4 donors per 1,000 people, Gao Guangming, deputy head of the Department of Medical Emergency Response under the National Health Commission, said at a press conference in June 2025.
"Over the past two years, voluntary blood donations have declined globally due to multiple factors. In China, the accelerating aging of the population, changes in lifestyles, and overlapping challenges in publicity, organization and mobilization have left the imbalance between blood supply and demand relatively pronounced," Gao said.
"Clinical demand continues to rise, while seasonal, regional and blood-type-specific shortages persist," Gao said.
As people aged 35 and under constitute the majority of blood donors, attracting more young people is crucial to sustaining voluntary blood donation.
"Using designer toys and popular products can make blood donation more approachable, increase its visibility and recognition among young people, and help remove psychological barriers," Zhang Yiwu, a professor at Peking University with an expertise in cultural studies, told the Global Times on Wednesday.
Young people are highly active on social media and more willing to share their experiences, meaning their participation can encourage others to follow, Zhang said. Attracting younger generations is therefore essential to the long-term development of public welfare causes, he noted.
Blood donation is not the only field in which Chinese organizations are using popular franchises to broaden public participation.
In March, One Foundation again collaborated with Twinkle Twinkle, a popular character owned by Chinese toy company Pop Mart, to raise awareness of the needs of people requiring special support. Volunteers and children with autism took part in an art activity at Pop Mart City Park in Beijing.
The Pokémon franchise also appeared in a ByteDance public welfare campaign in 2025, which called for greater attention to the treatment and rehabilitation of children with cleft lips and palates, according to Chinese media reports.
Yet the campaign's success also raises a longer-term question: whether enthusiasm generated by prizes can be converted into regular voluntary donations.
"If there are more Warhammer-related charity campaigns in the future, fans will continue to follow them with enthusiasm, and I would also consider participating again," Zhu said. "However, without rewards or other incentives, the actual participation rate may not be very high."
A Shanghai Blood Center staff member acknowledged the same challenge. "A themed event can quickly increase the number of blood donors, but the long-term security of a city's blood supply ultimately depends on a stable community of voluntary donors," said the staff member, according to Xinhua.
The lasting value of an IP collaboration, therefore, lies not simply in the immediate increase in donor numbers, but in whether it gives first-time donors a positive reason to return.
"The real significance of IP collaborations is to give young people an opportunity to walk into a blood donation site," Xinhua noted. "Through standardized services and a positive experience, they can develop an understanding of and identification with voluntary blood donation, ultimately moving from 'one-time campaign participants' to 'long-term contributors to public welfare.'"
。         　　这里是位于市区的采沉记忆实景公园。为了留住城市的工业记忆，作为遗址，这里仍然保留着当年采煤沉陷区的实景原貌。当时，沉陷区内地面沉降严重，荒草丛生，污水纵横，很多民房和厂房都沉于积水当中，塌陷、裂缝、滑坡、矿震等地质灾害也经常发生。为了解决采沉区的各种问题，2018年以来，生态加文体旅集团多渠道筹措资金，组织实施采煤沉陷区综合治理项目，累计治理面积已达9771亩。         　　生态加文体旅集团以资源枯竭型城市转型发展为主线，致力于用市场化手段推进采煤影响区生态环境恢复治理。该公司将综合治理和产业发展巧妙结合在一起，牢牢把握住了生态文明建设的规律，遵循了宜建则建、宜耕则耕、宜失则失、宜荒则荒的治理原则。如今的采沉区，修建了深受年轻人喜爱的露营场所，还有深受孩子们欢迎的亲子无动力乐园，成为了一个充满活力、欢乐与温馨的休闲胜地。         　　自2019年以来，这里一共建成了两个室内、三个室外足球场和一座汽膜足球馆，承办了2021年辽宁省青少年足球比赛和2023年辽宁省第十四届运动会足球比赛等赛事。很多市民也喜欢到这里来踢球，尽情感受挥汗如雨的快乐。         　　“治山治水复生态，美景良辰入画来。” 2018年至今的六年时间里，昔日脏乱差的城市伤疤，已经变成了市民休闲放松的好去处。在这片修复完成的土地之上，生态治理与产业发展完美结合在一起。未来，抚顺还将进一步打造“国家新型工业化及生态文明建设示范区”，发展成为低碳宜业的国家产业基地、活力宜居的区域中心城市、生态宜游的文化旅游名城，让这片青山绿水能够真正成为城市发展的金山银山。                    责任编辑：李丹。

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