Report: COMMON MAN BECOMES A HERO

‘Thank Mumbai’ Campaign

The challenge was:

• How can we motivate the existing donors to donate regularly
• To appeal to the non donors to donate blood

The solution:

MDACS conducted a ‘thank you Mumbai’ outdoor campaign to thank all the donors who donated blood.

BUS SHELTERS: 1. Tardeo August Kranti Maidan; 2. Walkeshwar inside Terminus;
3. Mumbai Central opp. Shagun Hotel;    4. Grant Road near Gaondevi Police Station

The Platform:

An opportunity was given to the donors to be a part of the ‘Thank Mumbai’ campaign.

All those who donated blood through MDACS’ donation camps during this month were given an opportunity to thank all of Mumbai along with the ‘little girl with thalassemia’.

Backs of buses with photos of Blood Donors

This is mainly to create the awareness that ‘More Blood means More Lives’ and to motivate people to donate blood. A lucky draw was conducted with the names of all donors, some of the lucky donors (chosen through a lucky draw) got a chance to pose with the little girl and their photos were displayed on hoardings, bus shelters, bus backs and newspapers along with their names.

• Bus shelters – 30
• Bus backs – 30
• Hoardings across the city – 22
• Newspapers – 8

These pictures were uploaded on the Facebook Community so the names were tagged.

Result: It created talkability among the donors, their friends and supporters.

Bus shelters around Mumbai with pictures of Blood Donors

Impact of the campaign:

• Posting pictures and names of blood donors on bus shelters, bus backs, hoardings and newspapers have made a hero out of the common man. This has helped motivate a large number of people to come forward to donate blood
• 20 - 25% were new donors in the month of June - July 2011
• There is a remarkable increase in the blood donation this year in June-July as compared to last year ... there is a ___% increase

For an entire month the donors got an opportunity to be on Mumbai Media and spread the word encouraging people to donate blood.