Blood donation campaign marks first anniversary

SHANGHAI – The “Touch Your Heart – Donate for Love” Campaign by the Shanghai Blood Management Office, the Shanghai Blood Center and Touchmedia has been running for exactly one year and has been seen by 340 million taxi passengers. In that time more than 80,000 people successfully registered on the taxi screens to donate blood in Beijing and Shanghai, and over 80 % of passengers, in a recent survey, say they now have a more positive attitude towards blood donations.

According to the survey, direct recall of the campaign is a remarkable 70%, with 14.4% going through the interactive program. However one of the most important findings was the dramatic improvement in attitudes to blood donation, with over 80% of the passengers now expressing positive views. For example, “We have a responsibility to help” (15.3%); “Donating blood is a problem that I imagined in the past” (13.8%); and “I am now giving much more consideration to blood donation” (13.1%).

Hong Kong actress and celebrity Yvonne Yung and Touchmedia founder and executive chairman Micky Fung donate blood

Artists and doctors take the lead

In 2012, Touchmedia launched the in-taxi “Touch Your Heart – Donate for Love” blood drive campaign, supported and endorsed by many celebrities, companies and public service groups. To commemorate the first anniversary in the best possible way, a number of past celebrity donors together with Touchmedia employees went to again donate their blood and love at the Shanghai Blood Bank. At the same time, more than 50 Chinese and foreign medical workers from the Shanghai Obstetrics and Gynecology Hospital of Fudan University, United Family Healthcare, Hua Shan Hospital and Dao Pei Hospital also donated blood for the first time. Together they all sang the theme song of the campaign, “The Light of the Spirit.” Many commented that they hoped to be an example for more people to participate to this campaign and donate blood.

Well-known Hong Kong actress and celebrity Yvonne Yung expressed her feelings while donating, “As an actress, I live a life surrounded by photographers. Anything I do is magnified and publicized. I always think that there are times that this can help others. If I can influence 10 of my fans to realize the importance of blood donation through my behavior, I will feel a great sense of achievement! And by working through with the Touchmedia in-taxi screen campaign I hope I can influence millions!”

Chen Qin Fen, a doctor from the hematology department at Hua Shan Hospital, said: “Actually, people don’t need to fear or worry about blood donation. As a doctor, I would like to tell everyone through my own behavior that donating blood is harmless for people’s health. One simple action can save a life; it’s well worth it.”

Mr. Jin of XIAO KANG magazine was also moved by the emotion of the campaign. He not only participated in the live report, but also personally urged others to take the initiative and donate. “I have been donating blood regularly for 10 years. I think as a media person, I should play a leading role and support the publicity for more blood donations.”

Micky Fung, the founder and executive chairman of Touchmedia, expressed his hope that this campaign can continue to help raise the rate of blood donations and said: “Thanks to everyone including my friends, film stars, socialNike Air Jordan