Riding on Red Cross' annual awareness campaign, users were invited to join the Red Cross Connection by downloading the app and connecting to Facebook.

Once installed, the app lets Red Cross launch blood alerts for specific blood types - microcampaigns sent to users who could then respond by finding a blood centre to donate or sharing the alert to their friends online to find donors.

Through QR scanning on posters at blood centres, the app credits users for their donations and number of times they share alerts. The app also allowed merchant tie-ups to reward active users for their participation.

18 blood alerts activated for different blood types to its network of over 41,500 volunteers and followers.

Increased new donor registration by 2% (double set target of 1% increase)

20,042 first-time (new) donors

21,999 youth donors participated (age 16-25)

121,360 blood donations (every blood donation can save up to 3 lives)