Give blood a chance : a blood donationa campaign for first-time donors

• Main Authors: J Jeyaseelan, Muhammad Amin Bin Ruslan, Yeo, Jolene Jialin
• Other Authors: Melina Chua
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/60026
• Institution: Nanyang Technological University

Give Blood A Chance is a strategic communications campaign undertaken by three finalyear students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. It is the first ever student-led campaign that aims to get youth to donate blood for the first time. ! Targeted at youth, the objectives of the campaign are to raise awareness of blood donation in Singapore and to get them to donate blood for the first time. This paper presents a summary of the primary and secondary research that guided the development of the key campaign strategies. It outlines the creative execution of the communication tactics, and presents a holistic evaluation of the campaign’s overall effectiveness. After which, it includes the discussion of pre- and postcampaign survey results, metrics from both online and offline publicity initiatives, as well as an analysis of media coverage.