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抚顺新华桥！生日快乐！10年，我们都是追光人！_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.'"
。    桥，不仅是一座城市的坐标，也承载了城市发展的历史与乡情。         　　10月16日，是新华桥重建竣工10周年的日子，10年来它承担着交通重任，让南北两岸贴得更近，连得更密。

B |          　　新华桥生日快乐！          　　老新华桥迎来重建。         　　拆除中的老新华桥。         　　新新华桥桥梁合龙。         　　新新华桥竣工通车。

C |          　　城市化进程中 新华桥有自己的故事          　　新华桥是连接新抚区与顺城区的重要交通要道，位于城区浑河中段，距下游新永安桥不到0.5公里。         　　老新华桥桥长418.8米，净宽15米，其中车行道为12米，两侧人行道各为1.5米，设计结构为22米等跨的双曲拱桥，全桥共18孔，上部结构为空腹双曲拱，下部结构采用高桩承台单墩稳定桥墩。         　　老新华桥是在1966年冬天开工建设的，经过20多个月的紧张施工，桥梁于1968年9月30日竣工，在当年设计和施工、乃至桥梁竣工后曾以“浑河大桥”称呼，一年后改称“胜利桥”，1983年被有关部门更名为新华桥。         　　2012年7月中旬，老新华桥经过辽宁公路试验检测中心检测，鉴定为危桥，市政府从保证人民群众生命财产安全考虑，决定对老新华桥实施限高2.8米的交通格局，直至2014年春天开始建设新的新华桥。         　　2014年4月5日，老新华桥开始拆除，按照新华桥地貌特点和桥梁结构，新新华桥造型与老新华桥类似，桥梁上部为预应力砼箱梁，下部为8组40个V型墩台，与老桥等跨的双曲拱桥的整体造型相类似。新建的新华桥当年开工，工期只有半年多时间，施工人员战酷暑、斗雨季、防大汛，做到了当年竣工通车，为城市建设交付了一份合格的答卷。新新华桥桥梁长度为349.3米，比老新华桥缩短了69.5米，新桥宽32米，双向6车道，两侧非机动车道各宽2.5米、人行道各宽3.25米，设计时速为每小时50公里，并具有抗震、抗洪水的强大功能。         　　如今的新华桥，载着抚顺人共情记忆，稳稳前进……                     责任编辑：李丹。

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