The target group, especially men, can be reached through gaming/esports. We found Team Liquid to be the esports team with the greatest appeal. Team Liquid was already looking into ways to give back to society and was keen to partner with BCA to this end.

BCA and Team Liquid have formed a solid partnership, in which Team Liquid uses its (online) channels and reach to raise awareness for the need for blood donors and activate their fanbase. This has resulted in a combination of creative content, streamer collaborations, incentive-based activations, and activations with LAN-centers throughout the US.