Indian Red Cross Society: Blood Banking

This case study shows how the Indian Red Cross Society, a humanitarian organisation, changed India's mind-set on blood donations by creating a mobile blood banking app and fostering the notion of blood donations as a way to save your own blood for future occasions.

Advertiser: Indian Red Cross SocietyAgency: J. WALTER THOMPSON INDIACountry: India

Objectives

There is an annual shortage of over 3 million units of Blood in India. Every 2 seconds someone in India needs blood, while less than 1% of the population donates blood.

The biggest barrier to Blood Donation was the mind-set towards the word ‘Donation’. Many actively believe that blood donation can weaken or emasculate them, or that it exposes them to all kinds of infections and side effects. When a loved one or an acquaintance is suffering, some might confront their misconceptions but almost...

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