MONTREAL, Nov. 15, 2011 /CNW Telbec/ - In an effort to increase the
number of younger donors contributing to Québec's collective blood
supply—for which the average age of donors is 42 years old—Héma-Québec
is launching a social media campaign and focusing its efforts on the
next generation of donors, targeting 18-39 year-olds.
Knowing that this clientele had to be reached in a clever and compelling
way, Héma-Québec bet on the Web and social media to connect with the
next generation. It created ten video vignettes to be deployed by the
end of February 2012 that depict donors overcoming their fears or
working toward doing so. The goals are to dispel any fears related to
blood donation and to retain new donors. Everyone who took part in this
project was a real donor.
The first two video vignettes are being unveiled today. One of them is
in English and features Nirvair, who shares her first experience. The
other video is in French and tells the story of Guillaume, who has made
a commitment to donate blood for the first time this year, even though,
according to him, he's a bit of a "wimp." With his engaging and
friendly personality, he turns it over to the audience and challenges
them by asking: "Are you up to the challenge?"
Blood donor loyalty and retention are major challenges for Héma-Québec,
which must also cope with a stagnating number of donations per person.
Through its strong presence in cegeps and universities, the supplier of
blood products in Québec managed to reach a sizeable pool of candidates
aged between 18 and 29 years old. Almost one out of every four donors
falls within this age range today, whereas they only made up 17% of
donors in 2005.
While Héma-Québec is scoring points among youth on campus, it is
struggling to retain them once they have entered the workforce. Those
aged between 30 and 39 years old only represent 13% of blood donors.
Héma-Québec would like to thank Desjardins and the Héma-Québec
Foundation for funding this campaign.
To view the videos: http://www.hema-quebec.qc.ca/videos/index.en.html.
Héma-Québec aims to efficiently provide adequate quantities of safe,
optimal blood components, substitutes, human tissues and cord blood to
meet the needs of all Quebecers provide and develop expertise along
with specialized and innovative services and products in the fields of
transfusion medicine and human tissue transplantation.
Héma-Québec counts 1,300 employees, some 3,000 blood drives and more
than 300,000 blood donors every year, 16,000 partner volunteers and
more than 500,000 blood products annually delivered to hospitals in
Québec to fulfill patients' needs.
Give blood. Give life.
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