Just One Pint Saves Life: The Role of Social Marketing in Blood Donation

Academic Public Administration Studies

Just One Pint Saves Life: The Role of Social Marketing in Blood Donation

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Title: Just One Pint Saves Life: The Role of Social Marketing in Blood Donation
Author: Healy, John; Murphy, Maurice
Abstract: In Ireland, blood donation and supply is dependent on the enthusiasm of individuals to voluntarily donate blood without payment. Only 3.6% of the eligible population in the Republic of Ireland donate blood. The need for blood is steadily increasing and it takes more and more effort to persuade people to become blood donors. An appeal to altruism alone is not sufficient, and blood donor recruitment strategies should incorporate detailed information on how active blood donors perceive blood donation, as apprehension over health risks associated with donating blood may thus be decreased. The way forward to achieve growth in blood donor numbers lies with a market-type approach with targeted marketing campaigns to profiled young people. The focus of this paper will be on how social marketing can be effective in increasing blood supply.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/140
Date: 2010-06-09


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