The State government has launch a comprehensive behavioural change campaign aimed at increasing voluntary blood donation in Ri Bhoi district.
The campaign is aimed to foster a cultural shift in the aspirational district, by encouraging individuals to embrace voluntary blood donation as a noble act that can save lives. By leveraging technology and employing targeted awareness strategies on the need for and importance of regular blood donation, government in collaboration with the Terumo Blood and Cell Technologies aim to dispel misconceptions, mobilize participation, and empower the local community to save lives through blood donation.
Health Minister Ampareen Lyngdoh inaugurated the campaign and unveiled a dedicated number through which citizens of the district can give a “missed call” to register themselves as a voluntary blood donor at +91 99539 7533.
A highlight of the campaign launch was the release of a multi-lingual comic book. Through a relatable story format, this innovative publication aspires to debunk myths surrounding voluntary blood donation and urge the people of Ri-Bhoi to donate blood for the greater good. The comic book aims to engage and educate individuals of all ages, making the message accessible to diverse audiences.
During the release of the comic book and awareness videos, Lyngdoh, said, “Behavioural change campaigns have proven to be incredibly effective in driving positive societal transformations. I firmly believe that implementing such a campaign may significantly alter the mindset and behaviour of the residents of Ri-Bhoi, encouraging them to engage in regular, voluntary blood donation. This, in turn, may lead to establishing a self-sustaining blood bank ecosystem for the Aspirational District of Ri-Bhoi.”
Health and Family Welfare Principal Secretary Sampath Kumar said safe blood plays a crucial role in maintaining the optimal functioning of the healthcare system. He said many people hesitate to donate blood due to misconceptions and false information and hoped that the campaign will impact Ri-Bhoi district through collaboration, awareness, and education.
Terumo Blood and Cell Technologies, a global leader in blood management, blood components, therapeutic apheresis, and cellular technologies, through its local entity, Terumo Penpol, is a key partner in this initiative. The company has enlisted the support of local social media influencers who will utilize their platforms to create compelling awareness videos which will target youth and inspire them to embrace their inner superheroes by actively participating in blood donation drives.
General Manager and Senior Vice President, Terumo Blood and Cell Technologies Chetan Makam said by harnessing the power of communications a groundswell of support for voluntary blood donation at the grassroots level will be created.
A blood donation camp was also organized at the event.
