14th June is observed as World blood Donors Day. The purpose of the celebration on 14th June each year is to pay tribute to all blood donors around the world and make them feel part of a wider group of altruistic donors. It is an opportunity to express gratitude to those who donate their blood in order to save lives, without expecting anything in return. The overall objective of WBDD is to increase awareness concerning the concept of altruistic blood donation. The main objective is to arrange blood donation camps considering ‘More Blood Means More Lives’. We celebrated World Blood Donor month from 14th June, to 14th July, 2011.
OBJECTIVE:
To arrange blood donation camps and encourage the youth of Mumbai to donate blood.
COMMUNICATION PLATFORM:
For World Blood Donor Day (June 14, 2011) and Month (June 14-July 14, 2011), the plan was to mobilize the people of Mumbai to donate blood by using the Accha Lagta Hai campaign that featured the ‘little thalassemia girl’. This video has a strong recall in the minds of the public and worked very well for this year’s blood donation campaign.
THEME:
The little girl invited all the public of Mumbai through an appeal – she tells the people of Mumbai to join her in her effort by saying “Aao milkar kahein… achcha lagta hai!”
IMPACT OF THE CAMPAIGN:
1. Of the total blood donors who donated blood in the month, 20 - 25% were new donors who have never donated blood before.
2. There is a remarkable increase in the blood donation this year in June-July as compared to last year - there has been a 20% increase
PRESS CUTTINGS AROUND THE EVENT:
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