NHS Blood and Transplant teams up with Marvel Television’s Ironheart to inspire a new generation of Black heritage blood donors

Stars of Marvel Television’s Ironheart have delivered a special video message to the nation’s Black heritage communities, to inspire them to become heroes and donate blood.

Actor Dominique Thorne, who plays Riri Williams – a genius young inventor focused on creating something 'iconic', is joined by Anthony Ramos, who portrays Parker Robbins aka "The Hood", an enigmatic figure who appreciates Riri’s talent. Together, they urge viewers to do something extraordinary and give blood.

In the video address, which will be shared across social media channels, the actors ask: "What legacy would you like to create? Would you like to make a lasting impact and change lives?"

The message goes on to highlight the urgent need for more Black heritage donors, whose ethnically matched blood holds the key to improving and saving the lives of Black heritage patients needing transfusions.

Owen Dommel, Director, Marketing Partnerships UK & EMEA, Studios, The Walt Disney Company, said:

"Ironheart is a story about courage, innovation, and building a legacy - values that align perfectly with NHS Blood and Transplant's mission.

"At Disney, we believe in the power of storytelling, and building on our prior collaborations for Marvel titles with NHSBT, we hope this latest campaign encourages a new generation of fans to become heroes in their own right by giving blood and saving lives."

The message from the Ironheart stars is the latest in a series of collaborations between NHS Blood and Transplant, and Marvel releases, aimed at increasing the number of Black heritage blood donors across the UK.

These collaborations are particularly focused on supporting people living with sickle cell disorder - the fastest growing genetic condition in the UK which disproportionately affects individuals of African and Caribbean descent.

Previous campaign collaborations include Free Guy in 2021, Doctor Strange in the Multiverse of Madness, Black Panther: Wakanda Forever in 2022, and Deadpool & Wolverine in 2024.

NHS Blood and Transplant Director of Donor Experience Mark Chambers said:

"We're thrilled to be working with Marvel Television and Disney+ to help recruit more Black heritage blood donors.

"If audiences watching Ironheart are inspired to become regular blood donors, they will be the true superheroes. They will have used the power in their hands to save up to three lives and leave a legacy like no other.

"Giving blood is quick, easy, and only takes around an hour of your time. To become a blood donor, download the NHSBT app, visit: Blood.co.uk or call: 0300 123 23 23."