Donate plasma, blood’s liquid gold. Real life heroes are all around us, helping to save lives by donating the precious gold-coloured part of their blood. Plasma is used every day to save the lives of people who have lost blood through accidents or other trauma..

With the #LiguidGold, users were able to share their selfies after donating blood. When shared, the filter included the message ‘become a hero by donating plasma, blood’s liquid gold’, giving a clear call to action when shared in posts, stories and messages.