What would you be willing to give for an ultra-exclusive T-shirt? Hundreds of dollars? Waiting in line for hours?
What about blood?
A white graphic T-shirt featuring the “Peanuts” character Snoopy has become an object of obsession online. The shirt was dropped in April by the Red Cross and “Peanuts” as part of a promotion to encourage blood donation. It’s free, although the only way to get it is by donating blood, plasma, or platelets.
The award shirt features Snoopy, in the guise of his alter ego, Joe Cool, casually leaning against the signature Red Cross decal above a caption that reads, “Be cool. Donate blood.”
A video posted to TikTok on Wednesday about donating blood specifically to get the Snoopy shirt has been viewed more than four million times. Dozens of similar clips followed, some set to the Vince Guaraldi Trio’s jazzy instrumental ‘Linus and Lucy’.
“They finally realize we will do anything for merchandise,” one commenter wrote.
Mollie Fox, a senior at Belmont University in Nashville, was one of the recent donors, motivated at least in part by the prospect of the Snoopy shirt. At her appointment on Wednesday, she said she was trying to play it as cool as the famous beagle.
“I was in a little cubicle where they took my hemoglobin level and the guy said, ‘Oh by the way, we’re doing a promotion where we give out Snoopy T-shirts to backers. Do you want one?'” Ms Fox said. out by pretending I didn’t know. Like, ‘Yeah, sure.'”
She also followed the example of her father, a frequent blood donor, she added. “He’ll be in the hall of fame at the blood bank in our hometown,” Mrs. Fox said.
The experience was easy, she added. (Donating blood is generally low risk for those who qualify.) She left the appointment with the T-shirt, several free packs of Cheez-Its, and an appointment to donate blood again in June.
The Red Cross has offered tie-in merchandise at previous blood drives. In 2019, the nonprofit partnered with HBO for “Bleed for the Throne,” a campaign offering T-shirts commemorating the final season of “Game of Thrones” and a chance to buy a replica of a throne. to win.
“The strategy is to introduce blood donation to fanbases to really inspire new donors through the lens of their existing interests and their passion points,” said Darren Irby, Red Cross executive director of national brand partnerships.
To attract the latest campaign, the organization paid a handful of influencers to run ads for the “Peanuts” partnership on TikTok and Instagram. However, the videos of everyday TikTok users are really going viral.
Cristina Perez, a 20-year-old bioengineering student at the University of Pennsylvania, said she saw the T-shirt on TikTok Wednesday night and quickly booked an appointment for the next day.
“I was like, me need this shirt,” she said.
After giving blood for the first time, she said she was considering doing it more often. And when the weather warms up, she plans to wear her Snoopy shirt “with some longer jorts, a casual look,” she said, with a contraction of “jean shorts.” She added that she hoped the Red Cross would release a SpongeBob shirt next.
Others on social media complained that restrictions around blood donation would prevent them from getting the Snoopy shirt. The Food and Drug Administration has long banned most gay and bisexual men from donating blood. In January, the agency said it would relax those restrictions, instead screening donors based on their recent sexual activity. A user wrote onscreen in a TikTok video that he couldn’t donate blood because he recently had a boyfriend.
The American Red Cross established its civilian blood donation program in the 1940s. During the coronavirus pandemic, the organization said it was experiencing a “staggering” drop in blood supply. Mr Irby said young people often start donating blood in high school or college, many of which have been put on hold during the pandemic. He now sees many young people learning about blood donation on social media instead.
Snoopy, the floppy-eared beagle from the Charles M. Schulz comic strip, is no stranger to public adoration. In the comic and over 40 “Peanuts” television specials, he appeared as Charlie Brown’s sidekick and author of vivid fantasy characters, including Joe Cool.
Peyton Weber, 19, a student at Joliet Junior College in Illinois, said the “Peanuts” character was a smart choice for a Red Cross tie-in, because of its appeal across generations. Mr. Weber, a longtime “Peanuts” fan, was especially excited that Joe Cool was featured on the T-shirt.
“It’s just Snoopy in sunglasses, but it’s something completely different,” he said. “What’s cooler than a dog in sunglasses?”
He added that he hoped the Red Cross would not run out of shirts for his appointment on Tuesday. The promotion runs until April 23. (“While supplies last,” warned Mr. Irby.)
In a recent video, a TikTok user posted a clip of what appeared to be paramedics helping a blood donor who had apparently passed out during the process.
“Anything for the Snoopy shirt,” the on-screen caption said.
