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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.'"
。    8月15日，我国第二部法典《中华人民共和国生态环境法典》正式施行。

二 | 当日，全国首例适用生态环境法典审理的噪声污染责任纠纷案在浙江省衢州市衢江区人民法院开庭并当庭宣判。案件原告章女士系涉案被告一楼水产商铺相邻的二楼住户。一楼水产商铺因经营所需，相关设备全天候24小时不间断运转，持续产生低频振动噪声，造成章女士睡眠严重受损。（据《光明日报》8月16日报道）一场由噪声而起的邻里纷争，因一部法典的施行，被赋予非常意义。全国首例适用生态环境法典审理的噪声污染责任纠纷案的价值，在于打破了生态环境侵权“唯超标论”——即便噪声数值未触红线，只要生产经营活动持续干扰群众正常生活，依然有可能构成噪声污染。一纸判决，胜过千言万语。生态环境法典所守护的，既有绿水青山，也有烟火日常。这一判例也在提醒每一个人：我们与生态的关系，从来不是单向的索取，而是受益与守护的统一。“生态保护人人有责”，要真正从墙上的标语成为自觉的行动。生态环境法典以严谨的条文，回应着大众最真切的困扰与诉求。楼下餐馆油烟顺着窗缝钻进来，商圈LED大屏彻夜亮如白昼，小区广场的音响在休息时段依然高亢……这些看似琐碎的烦恼，都是群众的痛点。生态环境法典将油烟管控、噪声治理、光污染规制、垃圾分类等问题全部纳入法治框架，让很多以往“说不清、管不了、治不好”的难题，有了明确的法律答案。

三 | 窗前那一缕清净，深夜那一份安宁，脚下那一片整洁，如今都成为每个人可以主张的法定权益。

四 | 生态环境是最普惠的公共福祉，守护它要靠法律，也需要每个人在日常生活中的自律与担当。这份自律与担当，于小区居民而言，是守住行为的边界，不深夜制造噪声、不乱扔乱倒生活垃圾；于街边商户而言，是主动做好设备降噪、油烟净化；于上班族而言，是优先选择绿色出行，节约水电纸张，尽量少用一次性用品；于游客而言，是文明游览，不随意践踏植被，不随意丢弃废弃物，守护山水景观的干净秀美。

五 | 当越来越多的人迈出这一步，生态环境保护就会有更加坚实的社会根基。良法善治，重在落地。从守护绿水青山，到化解邻里“纠纷”，这部有力度、有温度的法典让生态保护正在融入我们的生活日常。人人牢记受益者与守护者的双重身份，主动学法、自觉守法、积极用法，把对自然的敬畏和对家园的爱护融入一言一行，人与自然和谐共生的美丽画卷必将更好铺展。（蔡晓辉）。

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Published on:07:18:05