The Red Cross Connection is a social media-powered mobile app that turns users into a network of volunteers to help find donors for specific blood types.

Whenever blood is needed, the Red Cross can use the app to send Blood Alerts: push messages that act as micro campaigns asking users to donate a specific blood type or share the alert on Facebook and Twitter to reach possible new donors. If the user is a match, the app helps them locate the nearest blood centre and donors can use the app to scan a code to record their blood donations on their profile, with each blood donation potentially saving up to 3 lives.

We planned, designed and built the app, and called it the Red Cross Connection, a tribute to the connection of blood between all people, the social connections the app uses to help activate new and existing donors, and the cause that connects the app users together: to help save lives by sharing blood, or sharing the call for blood.

The app was initially created in 2014, with new iOS and Android versions launched in November 2015 featuring updated designs and features.

While the mobile app was not central to the general blood awareness campaigns, it was promoted as a rider on selected campaign materials and touchpoints. It was also promoted through a launch video, a microsite, select OOH and at activations at schools and blood banks.

Since its launch, the Red Cross Connection has already seen much success in helping drive blood donation and finding new donors.

Results

• 18 Blood Alerts sent by the Red Cross since launch

• 14,381 app users

• 41,500 followers

• 20,042 new donors found (approx 20% increase in donor base)

• 121,360 blood donations (each potentially saving up to three lives)

As an innovation, the app has proven to be a valuable long-term solution for crowdsourcing blood donations without requiring the large media budgets of traditional awareness campaigns. With its initial success, other Red Cross organisations in other countries have expressed interest in adopting the app for their markets.