Our Mission
We exist to raise awareness about the critical shortage of ethnically matched blood donors and to spark a shift in how our communities understand, talk about, and take action on donation. Our mission is not only to inform, but to inspire a movement—one where blood donation becomes a shared cultural practice, embraced with pride and purpose.
Too many lives—especially those living with conditions like Sickle Cell Disease—depend on regular, matched blood donations. Yet, myths, mistrust, and lack of visibility have kept many from stepping forward. We aim to change that by meeting our people where they are: in music, culture, language, and community spaces.
Our Vision
Our vision is a future where blood donation is seen not as clinical, but communal—an act of love, legacy, and solidarity. One rooted in identity, powered by trust, and led by us. Together, we are building a culture of donation that saves lives and honours heritage.
Our Partners
NHS Blood and Transplant (NHSBT)
Providing strategic guidance and registration tools.
Hull City Council
supporting the musical and performance elements of the project through arts funding via the Grants to Arts programme.
Musician Collaborators
local artists using their voice to inspire donation and pride.