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Agency uses transgender modelling firm to highlight blood donor issues in India

A transgender modelling agency has joined forces with Dentsu Aegis digital and social media agency WATConsult to create a campaign to highlight the injustice surrounding the donation of blood in India.

While the transgender community want to give blood, but are prevented from doing so, others who can donate choose to sit on the sidelines and judge others.

The campaign, #whydontyou, aims to encourage those who are able to give blood to do so.

Ads are fronted by Rudrani Chettri Chauhan, the founder of transgender modelling agency BOLD.

Rajiv Dingra, founder and chief executive of WATConsult said: “We wanted to raise awareness about the need of blood donation and urge each one of us to become a donor. #whydontyou is….a message to donate blood from those who are not allowed to, to those who don’t.”

Chettri added it was time for those who “judge us, stare us and belittle us” to do something for society and donate blood.

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