Beyond our veins : a blood donation campaign

• Main Authors: Bai, Yingzhi, Koh, Celine Jing Xian, Tay, Elaine Jia Yi, Chew, Magdalene Ying Ying
• Other Authors: -
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/137564
• Institution: Nanyang Technological University

Beyond Your Veins is a youth-centric communication campaign aimed at encouraging NTU students aged 18 to 29 to donate blood for the first time at a campus blood donation drive. Singapore’s blood demand is expected to almost double and youths play a critical role in contributing to the national blood supply. However, in the past decade, the number of youth donors has been decreasing. Guided by an extended Theory of Planned Behaviour, our formative research revealed that youths did not donate due to low awareness of the need for blood and many had a fear of needles and/or blood, posing as an obstacle to donating. Thus, our campaign sought to increase the knowledge and positive sentiments of blood donations among youth non-donors. We developed a three-pronged strategy of (1) rebranding the topic of blood donations with novel and youthful associations, (2) empowering our TA by educating them on the impact and need for donations, and (3) facilitating blood donations by improving the blood drive experience. We established a strong online presence through Instagram and digital ads, and supported this with on-the-ground outreach through a roadshow, pop-up booths and an interactive installation. The campaign succeeded in improving the knowledge levels and positive sentiments of non-donors. An increase in their behavioural intent to donate was also recorded, showing that the campaign was successful in changing attitudes. This paper details the campaign’s process including its strengths, limitations, sustainability efforts and recommendations for future blood donation campaigns. This also includes our action to manage the new COVID-19 situation that affected the campaign.