National Blood Week is a key week for us to draw attention to blood donation and recruit new donors. This year there was an urgent need to recruit new donors to safeguard the blood supply for the future as the number of new donors coming forward has plummeted 40% in the past decade. Blood donation needed to be put back on the agenda. People consider it a ‘good thing’ and assume blood will always be available when it’s needed. A disruptive campaign was required to spark conversation and initiate behaviour change – creating new donor registrations – rather than simply raise awareness.
Social media would be essential to engage with the primary target audience of young adults aged 17-24. Utilising social media as the steer for the campaign, we put the focus where it should be on every social platform: OUR COMMUNITY. This session will take you through and provide you with the tools necessary to use social media as part of an effective behavior change campaign.