{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,30]],"date-time":"2026-09-30T21:25:22Z","timestamp":1790803522743,"version":"4.1.0"},"reference-count":43,"publisher":"Wiley","issue":"11","license":[{"start":{"date-parts":[[2024,9,23]],"date-time":"2024-09-23T00:00:00Z","timestamp":1727049600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100000272","name":"National Institute for Health and Care Research","doi-asserted-by":"publisher","award":["NIHR203337"],"award-info":[{"award-number":["NIHR203337"]}],"id":[{"id":"10.13039\/501100000272","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100000269","name":"Economic and Social Research Council","doi-asserted-by":"publisher","id":[{"id":"10.13039\/501100000269","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Transfusion"],"published-print":{"date-parts":[[2024,11]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:sec><jats:title>Background<\/jats:title><jats:p>Blood services must consider innovative ways to encourage more Black people to donate to enhance the efficacy of treatments. We evaluate how two innovative arts\u2010based approaches (co\u2010designed and locally produced films and a large\u2010scale Marvel Studios'\/NHSBT collaboration) can achieve this by generalizing to a wider audience from their target audiences.<\/jats:p><\/jats:sec><jats:sec><jats:title>Study Design and Methods<\/jats:title><jats:p>Four co\u2010designed short community films were produced in the United Kingdom: Comedy, Reciprocity, Donor\u2010Recipient, and Sliding Doors. In Study 1 (<jats:italic>N<\/jats:italic>\u2009=\u200944: Black people), these films were evaluated in the target community in which they were produced. In Study 2 (<jats:italic>N<\/jats:italic>\u2009=\u20091237: Black\u2009=\u2009638, White\u2009=\u2009599), the community and Marvel Black Panther\/NHSBT films were evaluated in a nontarget general population sample. Evaluations were in terms of campaign behavioral efficacy (e.g., willingness to donate, encourage others to donate) and affect. These analyses were segmented by donor status, age, and gender.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Study 1 shows that the community groups rated the films very positively, with over 90% stating that they would be convinced to donate blood. Study 2 shows the results from the community films generalized to the general population, with the Black Panther film also rated positively in the general population. Three community films and the Black Panther film were rated equally positively. There were notable differences across generations and by donor status.<\/jats:p><\/jats:sec><jats:sec><jats:title>Discussion<\/jats:title><jats:p>The results highlight the power of arts\u2010based approaches (both locally co\u2010produced community films and franchise collaborations) in encouraging donors within their target audiences and, importantly, on the broader population.<\/jats:p><\/jats:sec>","DOI":"10.1111\/trf.17963","type":"journal-article","created":{"date-parts":[[2024,9,23]],"date-time":"2024-09-23T12:53:44Z","timestamp":1727096024000},"page":"2133-2143","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["The power of arts\u2010based film interventions to encourage Black blood donors"],"prefix":"10.1111","volume":"64","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1161-5815","authenticated-orcid":false,"given":"Richard","family":"Mills","sequence":"first","affiliation":[{"name":"School of Psychology University of Nottingham  Nottinghamshire UK"},{"name":"National Institute for Health and Care Research Blood and Transplant Research Unit in Donor Health and Behaviour, Department of Public Health and Primary Care University of Cambridge  Cambridge UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9629-3172","authenticated-orcid":false,"given":"Abiola","family":"Okubanjo","sequence":"additional","affiliation":[{"name":"Action on Blood  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Natasha","family":"Acheampong","sequence":"additional","affiliation":[{"name":"School of Psychology University of Nottingham  Nottinghamshire UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mark","family":"Croucher","sequence":"additional","affiliation":[{"name":"Donor Experience Services National Health Services Blood and Transplant  London 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Cambridge Welcome Genome Campus and University of Cambridge  Cambridge UK"},{"name":"Victor Phillip Dahdaleh Heart and Lung Research Institute University of Cambridge  Cambridge UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9385-6497","authenticated-orcid":false,"given":"Barbara","family":"Masser","sequence":"additional","affiliation":[{"name":"National Institute for Health and Care Research Blood and Transplant Research Unit in Donor Health and Behaviour, Department of Public Health and Primary Care University of Cambridge  Cambridge UK"},{"name":"Clinical Services and Research Australian Red Cross Lifeblood  Melbourne Australia"},{"name":"School of Psychology University of Queensland  Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7678-1451","authenticated-orcid":false,"given":"Eamonn","family":"Ferguson","sequence":"additional","affiliation":[{"name":"School of Psychology 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