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.

The changing demand for blood types made engaging Singapore youths in a timely, cost-effective way a critical to the strategy.

Audience & Insight

Singapore youths are active on social media, smartphone users.

Insight on youth showed interest in activities established aspects of their identity through achievements or belonging to interest groups. Youths also use Facebook to crowdsource help or support for a variety of needs, and their networks respond positively and in a timely manner when the request is from a friend.

Strategy

A mobile app that the Red Cross launch microcampaigns to crowdsource new donors on social networks whenever needed. Widespread smartphone use, coupled with in-app push messaging and the ability to interact with social platforms like Facebook made a mobile app ideal for activating the youth and existing donors to activate them as needed without an expensive media campaign.

Call to Action

"Share to help save lives"

Every year, the Singapore Red Cross runs an awareness campaign to find enough blood donors to meet the needs of 5 million people. The fact is that less than 2% of the population donate blood. But with a growing population, this number needs to increase year on year.

To add to the challenge, the specific blood types collected during general blood campaign drives vary greatly, and the demand for each type changes throughout the year. There are gaps, and one that the yearly awareness campaign budget and media timing could not cover.

Objectives:

To find donors for specific blood types in a cost-effective manner

To activate the Red Cross' network of volunteers

To engage the youth as the next generation of new blood donors