Creator Campus Tours Turn Blood Drives Into Rivalry
Marketing teams running creator partnerships can borrow a rivalry-tally format to tie sponsorships to measurable community action.
Updated on Nov. 2, 2026 in Philanthropy
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TikTok creators Josh Cauldwell-Clarke and Jason "Jase" Riley are touring Michigan campuses on a sponsored trip for healthcare technology company Abbott, running a blood donation competition between University of Michigan and Michigan State University from Nov. 1-8. Donors submit points for either school, and the school with the most donations at week's end earns the donation point.
Why it matters
Brand-sponsored campus campaigns that pair influencers with a measurable action, such as blood donation, show how healthcare and consumer brands are using creator partnerships to reach college-age audiences. For operators, the structure is a template: a clear tally, a rivalry hook, and a tangible community outcome.
The We Give Blood competition runs for eight days, from Nov. 1 through Nov. 8, and is open to followers across the U.S. No donation totals or participation counts have been published yet.
The players
Abbott
Abbott is a healthcare technology company that sponsors the We Give Blood Big Ten competition and the campus tour.
Josh Cauldwell-Clarke
Josh Cauldwell-Clarke is a British TikTok influencer who co-hosts the campus tour and blood drive challenge with Jase.
Jason Riley
Jason Riley, known as Jase, is a TikTok creator who co-hosts the campus tour and blood drive challenge with Josh.
The details
Followers donate blood and submit their donation points for either Michigan or Michigan State, and the school with the most donations at the end of the week wins the Brits' donation point. The creators are also donating blood during their Michigan visit, using their platform to convert audience attention into a concrete action. The sponsor, Abbott, frames the effort as part of its Big Ten campaign, tying the rivalry between the two schools to an operational goal of driving blood donations.
Timeline
Nov. 1-8: We Give Blood donation competition period.
Saturday, Nov. 7: Michigan versus Michigan State football game in Ann Arbor, which the creators plan to attend.
Market Landscape
Brands are increasingly using creator-led campus tours to attach a measurable civic action to a sponsorship. The We Give Blood format borrows the rivalry mechanics common to college athletics to structure participation.
Marketing teams planning creator partnerships should weigh whether a measurable community action can strengthen campaign results. Businesses running donation or volunteer drives can borrow the rivalry-tally format to boost participation.
The takeaway
Campaigns that attach a simple, countable civic action to a creator partnership give operators a clear metric to report. Track participation and total donations against the eight-day window before treating the format as a repeatable marketing tool.
What happens next
The Michigan versus Michigan State football game on Saturday, Nov. 7, will determine the final stretch of the competition, and the creators plan to attend in Ann Arbor.
Further reading
For more on corporate giving and cause-driven campaigns, explore Philanthropy coverage.
Source note: This article includes information reported by Mlive.
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Would you donate blood if a national campaign asked you to this week?
