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Celibacy Challenge Case Study

Every two seconds an American needs blood. Still, the Food and Drug Administration (FDA) disqualifies all gay men from donating unless they stay celibate for a year. Sounds crazy?  Introducing: the most ridiculous challenge in America: The Celibacy Challenge.

       
     
Online Film

Teaming up with the multi-awarded and ultra gay celebrity actor Alan Cumming, we kicked off the campaign with a film that spread awareness about the issue and asked people to sign a petition.

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On celibacychallenge.com, people signed the petition to pressure the FDA to change their policy and make it based on sexual behavior, not sexual orientation.

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Soon, people all over internet bragged about failing the challenge and encouraged followers and friends 
to do the same. 

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We created custom celibacy wear and sent them out to top Youtube and Instagram influencers to
protest the policy.

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Oh No they didn't

And to every great story, there's a scandal. When Instagram deleted Allan Cumming's underwear photo, people rallied in support of the most ridiculous challenge America has ever seen.