Gave blood last night. I was the only one there in the multi-million pound donor unit. Made me think about how they market giving blood, mostly with radio ads. The ads ask you to donate, but they miss something. They don’t say how. If the nation-wide advert could say ‘your local donor unit is opening until 9pm this Wednesday’ it would remove one of the barriers that prevent people from donating, namely not knowing when the unit is open. The ad also needs to send them to the blood.co.uk website to find their nearest donor session/unit.
It’s all about the pathways. Identify the pathway you want people to follow, identify the obstacles that prevent them from following it, and then put things in place to help them get over the obstacles. Spending thousands of pounds on ineffectual radio ads can’t be the way to go.