Between January and November blood donations fall dramatically. Donations by men have decreased by one quarter since 2014. 100,000+ potentially healthy gay men in London are prevented from donating blood due to guidelines requiring them to abstain from sex for three months. I want to show just how impractical these discriminatory guidelines are with the campaign ‘London’s Heart’ by impacting the circulation of Christmas shoppers. The aim is to raise awareness not only for the need of blood donations over the festive period, but also to provide a platform for gay men to fight for equality.