Image Credit: Australian Red Cross
Australian Red Cross Lifeblood has introduced red bandages to mark this National Blood Donor Week, aiming to make the country’s blood and plasma donors more visible. The new branding initiative is grounded in research suggesting that branded bandages not only help in identifying donors but also promote perceptions of generosity and morality among them.
Cath Stone, the Acting Chief Executive Officer of Lifeblood, explained the intent behind the shift from traditional white bandages to red ones branded with Lifeblood’s campaign message, “Life is the Reason.”
According to Stone, conversations about donating blood and plasma are crucial given that Australia requires a new donor every five minutes to keep up with demand.
“We need people talking and thinking about blood and plasma donation and encouraging each other to roll up their sleeves,” Cath noted.
Stone further stated, “Research has also shown that people who wear branded donation bandages are perceived by others to be generous, warm, healthy, and altruistic.”
With this branding change, Lifeblood hopes to inspire more Australians to donate and discuss the need for regular blood donations openly, thereby increasing awareness and potentially boosting donor numbers.
Lifeblood aims to gather over 1.7 million donations annually to meet the growing needs for blood products, which are required for various medical treatments and emergencies. The demand for blood is currently at a 12-year high and continues to increase.
The organisation launched the “Life is the Reason” campaign last year with a goal of attracting 100,000 new donors annually. The campaign includes an interactive hub where donors can share their motivations for donating blood. So far, the hub has received over 12,000 entries. Common reasons shared include a desire to help others and personal satisfaction from giving back to the community. Others humorously cite the “party pies” offered at donation centres.
During National Blood Donor Week, Lifeblood is celebrating the contributions of Australia’s 562,000 donors.
“The comments we receive from donors in our Life is the Reason hub about why they donate are incredible, whether it’s in memory of a loved family member or simply to help a complete stranger,” Cath shared.
She highlighted the deep generosity of Australian donors and extended gratitude for their life-saving contributions.
Donors participating from this week onwards will receive the newly introduced red branded bandages. Australians are encouraged to find and share their reasons for donating blood through the Life is the Reason hub.
This initiative marks an important step in reinforcing the community spirit of giving and highlights the continuing need for more individuals to come forward and donate blood, contributing to a critical national cause.
Those interested in donating can book an appointment by calling 13 14 95, visiting the Lifeblood website, or using the Donate Blood app.
For more info, click here.
For the Australian Red Cross Lifeblood website, click here.
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