We wanted to get young men to sign up to their blood donation register, so we used football culture to engage with them.
We redesigned their spit kits (you need to provide a saliva sample to sign up to the register) to hand out on match days and encourage young men to Spit for a Purpose. We would track the fans doing the most spitting and use the data to create online league tables.
We're currently in talks with Anthony Nolan to develop this to a live stage.