Sony is rolling out a new promotion in Denmark where people who donate blood can get a free copy of upcoming PlayStation 4 role-playing game Bloodborne.

In an effort to help raise awareness for the lack of blood donors in the country, PlayStation has formed a partnership with Danish blood center GivBlod (via NeoGAF) that will give donors a free copy of the game.

The event itself will be held on Monday, March 23. Blood donors can receive a free copy of Bloodborne or another PlayStation game.

They will also be entered into a sweepstakes for the chance to win a specially designed Bloodborne PlayStation 4 system.

Bloodborne, developed by Demon's Souls and Dark Souls creator From Software, launches March 24 in North America and March 27 in the UK.

Recently, game director Hidetaka Miyazaki spoke out to say that, while Bloodborne is most assuredly a violent game, its depictions of blood and gore are not gratuitous.