Empirical study of the media representation of voluntary blood donation in Hungary on a sample of university students

Abstract

THE AIMS OF THE PAPER

To examine the communication and media representation of voluntary blood donation: on which platforms and how often are university students exposed to information on the topic, how effectively do current recruitment methods, platforms, advertisements, and people with significant impact on candidates’ lives address the potential blood donors. In addition, general information about blood donation was also the subject of our study.

METHODOLOGY

Blood donor (N=250) and non-blood donor (N=262) students in higher education participated in our study and completed self-administered questionnaires adapted from previous international research (eg. Zito et al 2012) and self-designed questionnaires.

MOST IMPORTANT RESULTS

Social contacts are of paramount importance in addressing both blood donors and non-blood donors: in addition to parents and friends, we can highlight the role of active blood donors in recruitment. Printed promotional materials and social networking services play a key role in informing the potential donors, and personal role models and persuasive slogans can be highlighted as most efficient elements of an advertising campaign. Accurate information (about the conditions and process of blood donation and the reasons for exclusion), the communication skills and empathy of the staff and a convenient donation site might contribute to starting a donor career.

RECOMMENDATIONS

Increasing the role of active blood donors in recruitment, applying a dynamic marketing and communication strategy tailored to the needs of young adults, relying mainly on the digital platforms, and ensuring a continuous flow of information can improve the effectiveness of target group recruitment and retention.