This week, NHS Blood & Transplant have released a campaign featuring talent from Marvel Studios’ Deadpool & Wolverine, with Ryan Reynolds and Hugh Jackman encouraging British audiences to “Be the Giving Type” and donate blood to save lives.

The film explains that it only takes one hour to save up to three lives, and will run across multiple channels including in cinemas, on streaming platforms and social media from 4th July to 23rd August 2024.

This campaign builds on Disney’s previous collaborations with NHS Blood & Transplant featuring headline talent from Black Panther: Wakanda Forever, Doctor Strange in the Multiverse of Madness and Free Guy.

Robin Kinsey, Disney’s Vice President, Studio Marketing EMEA/UK, Marvel, Lucasfilm & 20th Century Studios, said: “With this movie, audiences will finally get to see two of cinema’s most beloved and iconic super heroes teaming up in truly unforgettable style, and it presented an unmissable opportunity for us to do the same with our marketing. We’re delighted to have joined forces with a number of top-tier brands, embracing Deadpool’s signature irreverent tone to craft fresh and fun creative executions to reach audiences via multiple touch points. Huge thanks to all of our partners for making this a best-in-class team-up.”

As part of the campaign, there will also be artwork photo opportunities at selected blood donation centres, and a donor centre window takeover at Westfield White City. Following the success of Deadpool and Deadpool 2, Marvel Studios’ Deadpool & Wolverine will deliver the ultimate cinematic team-up on July 25. The film is directed by Shawn Levy, and stars Ryan Reynolds and Hugh Jackman in the title roles, alongside Emma Corrin, Morena Baccarin, Rob Delaney, Leslie Uggams, Karan Soni, and Matthew Macfadyen.

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