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.

Report: TALK TO YOUTH IN THEIR LANGUAGE

This is the age of online promotions and things move like lightning via the World Wide Web. Being aware of the opportunities galore, we launched our blood donation campaign through the most popular of social media networking sites – facebook and twitter. And then there is the mobile phone – the most important accessory that youth cannot survive without. Sending suitable SMSs was a direct hit. Read on to find out more on these…

Facebook:

An online opportunity was created for donors as well as supporters of the cause to come to a common platform and interact.

A Face Book Group called ‘Blood Donors Mumbai’ and later a Face Book Community page by the same name were started to promote the campaign.

Here is the link: http://www.facebook.com/pages/Blood-Donors-Mumbai/193924653991296

Through this platform the objective is to motivate more people to donate blood and those who are in need can also appeal at this platform.

While the group has around 300 members, Blood Donors Mumbai Community page has about 100 people ‘LIKE’ing it.

Promotions were made through these two pages to keep the public informed about where they can find the Blood Mobile Van on a given day and also the value of donating blood. The main motto promoted was “Blood Donation Saves Lives”. This platform was also used to thank the people of Mumbai for their contribution.

SMS Campaign:

Pin Code targeted SMSs – 20 special SMSs were created with the name of the blood bank and sent to specific target audiences as per their Pin Codes. Hence people living in a particular area could donate blood at the nearest bank. This gave excellent results with a lot of people turning up at blood banks to donate blood.

Twitter:

Twitter Handle @blooddonorsmum was recently created to spread awareness of blood donation. This is connected to the Facebook account and whatever messages are posted on fb will also automatically reflect here.

Impact:

• Social Media activities on Facebook and Twitter have helped take the campaign forward. This has resulted in reaching out to the masses and has created more awareness amongst the Mumbai public. This is a perennial activity and will ensure the sustainability of the campaign throughout the year. It will also be effective on a long term basis.
• SMSs targeted people living in different areas in the city. This ensured that there was good response all around.

Report: BLOOD DONATION LAUNCH

Blood Donation Van

BLOOD DONATION VAN

The spanking new Blood Donation Van was inaugurated and flagged off on June 14, 2011 from the MDACS premises by Dr. S.S. Kudalkar, Project Director, MDACS and Dy. Municipal Commissioner, MCGM. The press was invited for the event while a PR drive was initiated around the event including FB & Twitter to encourage Young Mumbai to donate blood. During the launch at MDACS, the employees from MDACS, MSACS & AVERT Society came forward to donate blood. Over 40 donors from the 3 societies donated blood on World Blood Donor Day itself.

It was a pleasure to see the societies promoting the cause of Blood Donation were themselves donating blood and set an example for the others.

From the 15th of June onwards the state-of-the-art van roamed the streets of Mumbai to raise awareness among the public as well as to promote donation of blood.

There were volunteers with the van that gave certificates reading 'Thank You Mumbai' with the list of blood banks to the public. When enquired about why they were being thanked, they were told that they were thanked for donating blood and then led to the van. This was a take from the TVC of the little thalassemia girl. They could either donate blood in the van or keep the certificate (with the blood bank address) and donate in the blood bank.

Gift Certificate

While the Blood Mobile was thoroughly utilized for the blood donation drive during the World Blood Donor Month, it will continue to do the good work by getting around Mumbai throughout the year.

During this month, the Blood Mobile carried out donation activities at strategic locations in Mumbai such as:

• Bandstand, Carter Road, Mahim Church and more, where crowds come together
• Shopping Malls
• BPOs / Corporate Parks
• Centre One Mall

Newspaper Cuttings:

Report: WORLD BLOOD DONOR MONTH

BACKGROUND:

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: