Public health works: Blood donation in urban China

Abstract

Recent shifts in the global health infrastructure warrant consideration of the value and effectiveness of national public health campaigns. These shifts include the globalization of pharmaceutical research, the rise of NGO-funded health interventions, and the rise of biosecurity models of international health. We argue that although these trends have arisen as worthwhile responses to actual health needs, it is important to remember the key role that public health campaigns can play in the promotion of national health, especially in developing nations. Focusing on an example set by China in response to a public health crisis surrounding the national need for a clean and adequate blood supply and the inadvertent spread of HIV by way of blood donation in the early 19902, we argue that there is an important role for strong national public health programs. We also identify the key factors that enabled China’s response to this bourgeoning epidemic to be, in the end, largely successful.

Use of mass media campaigns to change health behaviour

“…For example, during China’s national campaign to promote safe donation, which used celebrities and a patriotic message, the number of voluntary blood donors rose from 55 to 96 320 in one city between 1993 and 2001. 91 In Ghana, analysis of a low-cost radio campaign that promoted voluntary blood donation from 2003 to 2006 showed an associated high response from young male donors attending for repeat donation who had not previously done so. 92 …”

Blood safety and availability: continuing challenges in China's blood banking system

“…To meet this challenge, China must address the cultural and social barriers in donor recruitment and retention. One prominent cultural barrier relates to the deeply rooted traditional belief that blood is a vital bodily element and loss of blood will be a detriment to long‐term health and vitality 29‐31. This belief deters many people from donation because of the fear of lost health and the depletion of vitality, which would occur as the result of the blood donation .…”

“…One prominent cultural barrier relates to the deeply rooted traditional belief that blood is a vital bodily element and loss of blood will be a detriment to long-term health and vitality. [29][30][31] This belief deters many people from donation because of the fear of lost health and the depletion of vitality, which would occur as the result of the blood donation. 32 It also hinders the initiative to increase the volume of whole blood collected at each donation.…”

First‐time donors responding to a national disaster may be an untapped resource for the blood centre

“…A number of previous studies of donor motivation around the world have identified several motivating factors for donation such as altruism, perceived social normative pressure, influence by friends or family members, convenience to donate, previous good experience, incentives, self‐efficacy, direct marketing, advertising. [14–20]. Barriers include negative social norms, previous bad experience, fear, short‐term donor deferral, inconvenience, lack of awareness, personal values.…”

“…Barriers include negative social norms, previous bad experience, fear, short‐term donor deferral, inconvenience, lack of awareness, personal values. [14,18–21]. It is noted that different donor groups may be driven by different motivations.…”