In an effort to promote blood donation in the Netherlands, Riot Games has partnered with blood bank Sanquin to offer an in-game skin to players who donate blood.
The promotion plays on the idea of a person getting "first blood," or the first kill in a League of Legends match, by urging players to donate blood for the first time through Sanquin. The campaign goes through December, and anyone who goes to their first Sanquin appointment during that time will receive a Blood Moon Thresh skin in-game.
"Anybody who has watched the EU LCS can tell you that securing First Blood is one of the most important objectives on the Rift," reads the blog post announcing the partnership. "Similarly, donating blood in real life is crucial for those in need, which is why we've partnered with Sanquin. The organisation is responsible for the blood supply in the Netherlands and is on a mission to combat the concerning decrease in blood donor numbers. Now, players are encouraged to go for their first blood donation with #MyFirstBlood, not to win their own game, but to help thousands of others in the battle for their lives."
In addition, Sanquin will be the sponsor for the first Dutch-language broadcast of the EU LCS Summer Finals, which take place in early September.