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LIFE LENDERS Lend a pint, and save a life!

LIFE LENDERS Lend a pint, and save a life!. Leah Ciolek. Would you donate blood to save her life?. Background: The Need. Someone in the world needs blood every 3 seconds Shortages back to pre-9/11 levels Source: Health & Medicine Week (Jan. 28, 2002).

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LIFE LENDERS Lend a pint, and save a life!

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  1. LIFE LENDERSLend a pint, and save a life!

  2. Leah Ciolek Would you donate blood to save her life?

  3. Background: The Need • Someone in the world needs blood every 3 seconds • Shortages back to pre-9/11 levels Source: Health & Medicine Week (Jan. 28, 2002)

  4. Study Basics:Research Objectives/Hypotheses • Attitudes: males, females, freshmen, seniors, volunteers, non-volunteers • Behaviors: males, females, volunteers, non-volunteers • Messages and media to promote blood donation among Lake Forest College students

  5. Research Procedures • Secondary data: periodicals, research reports • Interviews: regular blood donor, Red Cross worker • Focus group: 6 LFC students • Survey: convenience sample of 60 students

  6. Objective 1:To compare attitudes of males & females • Kieran HealyandJohn J. Burnett: Donors tend to be male • Focus group: Favorable attitudes among both men and women • Survey: More favorable attitude among women, more fear among men, more awareness among men • No significant difference exists between the attitudes of males & females regarding blood donation

  7. Objective 2:To compare behaviors of males & females • Kieran HealyandJohn J. Burnett: Donors tend to be male • Focus group: No significant difference • Survey: More women than men (70%, compared to 57%) had never donated; among frequent donors, gap disappears • Significant difference between the behaviors of males & females regarding blood donation

  8. Objective 3:To compare attitudes of freshmen & seniors • Focus group: Age not a determining factor • Survey: More awareness among seniors, more fear among seniors, greater understanding of the severity of shortages among seniors • No significant difference between two groups, but freshmen need to be educated on the subject of blood shortages

  9. Objective 3:To compare attitudes of freshmen & seniors Application to media plan: Include STATISTICS about the demand for blood on posters advertising blood drives

  10. Objective 4:To compare attitudes of volunteers and non-volunteers • Kieran Healy: No correlation between volunteering and donating blood • Focus group: Positive attitudes about volunteering don’t impact attitudes about blood donation • Survey: No significant difference • Act of volunteering is not connected to the act of donating blood

  11. Objective 5:To compare behaviors of volunteers and non-volunteers • Secondary data and focus group: no connection between volunteering and blood donation • Survey: 64% of volunteers had donated blood; 64% of non-volunteers had donated blood • No significant difference between donating behaviors of volunteers and non-volunteers

  12. Objective 6:MEDIA PLAN • John J. Burnett: Use testimonials as promotional tools • Red Cross worker: Find a “poster child” from among the college population • Focus group: “People want to see how they’re actually helping”

  13. Objective 6:MEDIA PLAN • Hold on-campus blood drives at times that are convenient for students Survey: “Timing and place can be inconvenient,” “The times held make it difficult for everyone to make it” • Make blood drives more appealing to students (provide T-shirts, balloons) Survey: “Consider…giving away T-shirts”

  14. Objective 6:MEDIA PLAN Include statistics and information about eligibility on posters advertising blood drives

  15. Objective 6:MEDIA PLAN • Acknowledge and address students’ fears • Use web site to communicate general info. about donating, times/places of blood drives • To spread the address, use radio, email, TV

  16. Are YOU Ready to Donate? Patients and victims around the country will thank you for giving… the gift of life!

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