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Warhammer 40,000 tie-in draws young donors, shows power of pop culture in public welfare_我的网站

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    A blood donor poses together with a cosplayer dressed as a Sister of Battle from Warhammer 40,000. Photo: Official account of the Shanghai Blood CenterFor a few hours, the Shanghai Blood Center looked more like a fan convention than a medical facility.
Cosplayers in brightly colored power armor, carrying replica weapons, posed in front of displays featuring quotations and insignia from Warhammer 40,000, which is regarded as one of the world's best-known miniature wargames. Fans gathered around them for photos, creating the atmosphere of a franchise meet-up.
But the visitors had not come simply to meet fellow enthusiasts. Many had traveled from across China to roll up their sleeves and donate blood, drawn by the chance to take home a Warhammer-themed model.
The unlikely crossover reflects a broader effort by Chinese blood centers and public welfare organizations to reach young people in a language they recognize. By collaborating with popular international and domestic franchises, these organizations are making traditionally solemn causes more accessible - and, in this case, turning online enthusiasm into first-time blood donations.
Toys for life
From July 24 to August 2, the Shanghai Blood Center held a campaign allowing people who donated whole blood at designated sites to enter a prize draw for Warhammer 40,000-themed figures and models.
The prizes ranged from giant 1:18-scale Knight Titans - towering war machines in the franchise's fictional universe - and Primarchs, its superhuman military leaders, to standard Space Marine figures.
    A Warhammer 40,000-themed model display at the Wonder Festival 2023 Beijing File photo: VCGThe crossover quickly became a topic of discussion online. According to the center, posts related to the campaign drew millions of views on Chinese social media platforms Weibo and Xiaohongshu (rednote) within three days, alongside a surge in user-generated posts and shares.
At three designated blood donation sites, the combined number of donors reached 256 in a single day, said the center.
The response was particularly notable because Shanghai had experienced consecutive days of high temperatures, which reduced pedestrian traffic and affected street-based blood collection.
With some models distributed faster than expected, the center held another round of the campaign on August 8 and 9.
The campaign appears to have reached the audience it was designed to attract. Zhu, 25, who donated blood in Shanghai on August 1, told the Global Times that his interest in Warhammer was the main reason he joined the campaign.
"I had never donated blood before taking part in this event," Zhu said.
Zhu lives outside Shanghai, as did many participants he met at the site. Some had traveled from the neighboring provinces, while others came from even farther away, largely because of the Warhammer models.
"Close to half of the donors on site that day were giving blood for the first time, and they were also Warhammer fans," Zhu said.
The campaign was neither an isolated experiment nor the center's first attempt to use pop culture to engage potential donors. According to the Xinhua News Agency, the Shanghai Blood Center began exploring IP collaborations in 2014 and has more than a decade of experience in such campaigns.
Pop culture for public good
China's voluntary blood donation rate has reached 11.4 donors per 1,000 people, Gao Guangming, deputy head of the Department of Medical Emergency Response under the National Health Commission, said at a press conference in June 2025.
"Over the past two years, voluntary blood donations have declined globally due to multiple factors. In China, the accelerating aging of the population, changes in lifestyles, and overlapping challenges in publicity, organization and mobilization have left the imbalance between blood supply and demand relatively pronounced," Gao said.
"Clinical demand continues to rise, while seasonal, regional and blood-type-specific shortages persist," Gao said.
As people aged 35 and under constitute the majority of blood donors, attracting more young people is crucial to sustaining voluntary blood donation.
"Using designer toys and popular products can make blood donation more approachable, increase its visibility and recognition among young people, and help remove psychological barriers," Zhang Yiwu, a professor at Peking University with an expertise in cultural studies, told the Global Times on Wednesday.
Young people are highly active on social media and more willing to share their experiences, meaning their participation can encourage others to follow, Zhang said. Attracting younger generations is therefore essential to the long-term development of public welfare causes, he noted.
Blood donation is not the only field in which Chinese organizations are using popular franchises to broaden public participation.
In March, One Foundation again collaborated with Twinkle Twinkle, a popular character owned by Chinese toy company Pop Mart, to raise awareness of the needs of people requiring special support. Volunteers and children with autism took part in an art activity at Pop Mart City Park in Beijing.
The Pokémon franchise also appeared in a ByteDance public welfare campaign in 2025, which called for greater attention to the treatment and rehabilitation of children with cleft lips and palates, according to Chinese media reports.
Yet the campaign's success also raises a longer-term question: whether enthusiasm generated by prizes can be converted into regular voluntary donations.
"If there are more Warhammer-related charity campaigns in the future, fans will continue to follow them with enthusiasm, and I would also consider participating again," Zhu said. "However, without rewards or other incentives, the actual participation rate may not be very high."
A Shanghai Blood Center staff member acknowledged the same challenge. "A themed event can quickly increase the number of blood donors, but the long-term security of a city's blood supply ultimately depends on a stable community of voluntary donors," said the staff member, according to Xinhua.
The lasting value of an IP collaboration, therefore, lies not simply in the immediate increase in donor numbers, but in whether it gives first-time donors a positive reason to return.
"The real significance of IP collaborations is to give young people an opportunity to walk into a blood donation site," Xinhua noted. "Through standardized services and a positive experience, they can develop an understanding of and identification with voluntary blood donation, ultimately moving from 'one-time campaign participants' to 'long-term contributors to public welfare.'"
。    图片经由AI生成。         文｜苏扬          编辑｜徐青阳          硅谷新一轮基础设施投资热潮启动了。         7月22日消息，OpenAI宣布启动其首个自主主导建设的200亿美元数据中心项目，并将到2030年的预计算力支出上调至7500亿美元；同日，AMD宣布将向Anthropic投资高达50亿美元，而Anthropic则承诺采购高达2GW的AMD最新一代AI芯片。         两项交易表明，科技巨头们的竞争已不再局限于单纯的芯片采购，而是全面延伸到了数据中心自建、能源保障以及底层基础设施的直接控制中。         01 OpenAI算力预算飙至7500亿          为了确保获得开发和运行AI模型所需的庞大算力，OpenAI进一步扩大了其数据中心规划与预算。         知情人士透露，受与云服务提供商达成的新协议推动，OpenAI已将其到2030年的预计算力支出从今年年初约6000亿美元上调至7500亿美元。         不过，随着OpenAI推进IPO进程，如何平衡计算成本与财务健康成为了管理层讨论的焦点。首席执行官山姆·奥特曼大力推动的算力扩张计划，让首席财务官萨拉·弗莱尔对公司的资金链状况保持审慎态度。         据悉，弗莱尔向管理层表达了隐忧，即如果业务收入的增长不及预期，公司可能会在未来履行庞大的算力采购协议时面临资金缺口。         在具体项目推进上，OpenAI宣布投资200亿美元，在佐治亚州埃芬汉姆县启动名为“Project Camellia”的数据中心项目。         在电力保障方面，OpenAI已与佐治亚电力公司达成协议，将在2028年至2032年之间分阶段获得3.2GW的电力供应。         据了解，该项目是OpenAI首次作为首席设计和开发方自主推进的数据中心。在此之前，OpenAI主要是向甲骨文、亚马逊AWS等云服务提供商租用算力。         为此，OpenAI聘请了此前在马斯克旗下xAI负责孟菲斯超级计算机数据中心建设的布伦特·梅奥（Brent Mayo），担任数据中心建设与交付负责人。梅奥将向本月晋升为算力首席技术官的乌代·鲁德拉拉朱（Uday Ruddarraju）汇报。

B |          为了缓解公众对数据中心建设日益高涨的反思与抵触，OpenAI承诺在项目生命周期内提供8000万美元社区福利资金，用于学校、公共安全、医疗等领域。同时，向佐治亚州高校学生提供高达7100万美元的Codex代金券。并且采用闭环水循环冷却技术以极小化用水量。以及在用电高峰期主动自愿减少功耗，确保不推高当地居民电费。         除了佐治亚州的项目外，OpenAI还在推进多项算力协议：此前与甲骨文签约了6GW的数据中心容量；并在2月底将其与亚马逊AWS的云计算协议扩大至8年138亿美元（包含2GWTrainium芯片算力）；去年还承诺向微软Azure追加2500亿美元的云支出。         02 AMD与Anthropic“股权换订单”          和OpenAI一样，Anthropic也面临着极高的算力需求压力。此前强劲的需求曾迫使Anthropic限制用户使用频次，部分客户还报告了服务宕机问题。         为了缓解算力瓶颈并实现供应链多元化，AMD与Anthropic在同一日宣布达成重大战略合作。

C | 根据协议条款，Anthropic将从2027年上半年开始部署高达2GW的AMD最新一代Instinct MI450系列GPU。这些芯片将集成于包含EPYC“Venice”CPU、Pensando网络及ROCm软件的AMD Helios机架级解决方案中。

D |          与此同时，随着特定部署里程碑的达成，AMD将向Anthropic进行高达50亿美元的战略股权投资。         双方还达成了工程合作协议，将利用Anthropic的Claude模型来优化针对AMD芯片的工作负载，并加速AMD ROCm软件的开发。AMD自身的工程和产品开发团队也将全面采用Claude。         AMD首席执行官苏姿丰表示，两家公司的工程团队已经合作了一段时间，大规模AI算力的部署需要提前12、18或24个月进行长期规划。据知情人士透露，AMD 目前还在洽谈为Anthropic未来的数据中心租赁债务提供财务担保。

E |          根据《华尔街日报》报道，Anthropic在该交易中的算力策略涵盖了直接购买与租赁：既为自身设施直接采购部分AMD芯片，也通过其他云服务商或新云服务商租用部分算力。         此前，Anthropic已与谷歌、亚马逊及SpaceX签署了相关算力或数据中心容量协议，其工作负载同时运行在谷歌TPU、亚马逊Trainium及英伟达GPU等多种芯片之上。         特约编译无忌对本文亦有贡献。

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