Action On Blood, won funding through the BAME Community Investment Scheme to promote organ and blood donation SPECIFICALLY to black African and Caribbean communities. Our project is a Social Impact NOLLYWOOD movie!
What we are hoping to create/achieve
Our goal is to use the power of film to engage people in Black African and Caribbean communities about blood and organ donation. We will be producing and showing a short movie that tells the story of what it is really like to live with a medical condition where you’re dependent on the generosity of strangers to keep you alive or well. We believe that storytelling and the collective viewing experience will enable frank dialogue about the various myths, misconceptions and excuses that exist and hopefully, provoke people to action. To entertain whilst we raise awareness about serious matters, we will be adopting the melodramatic styles found in popular entertainment from Nigeria’s film industry, Nollywood.
Why we think it is important to raise awareness of organ and blood donation
COVID-19’s disproportionate impact on Black communities exposed health inequities that we have long recognised exist in our health system. Whilst there are causes outside our control, we must acknowledge that there are things we do or don’t do, as the Black community, that can exacerbate our problems. Our ambivalence, or hesitancy, around voluntary blood and organ donation are clear examples of that.
We know what people are suffering and going through in the Black community because of a lack of organs or blood. But it doesn’t have to be this way. We CAN do something about it! But how will people know that they can save a life unless we tell them? It’s like that phrase in the bible – “My people perish for lack of knowledge!” (Hosea 4:6).
Why we applied
We feel that urgency to raise awareness about donation.
This is the second project that we are doing through the Community Investment Scheme. Despite the struggle of doing the first project during the lockdown, the support we received from NHSBT really enabled us to get out into the community and have amazing conversations with people about organ donation.
Really, it was a no-brainer to apply again. This time, we’ve gone for a more ambitious project and we are all so excited about its potential and reach.