Diapositive 1 - AfSBT

Diapositive 1 - AfSBT

THE VALUE OF VOLONTARY NON REMUNERATED BLOOD DONORS : HOW TO MOTIVATE THEM? 1 K BOUKEF 1 0 t h PA N A R A B B L O O D T R A N S F U S I O N CONFERENCE CAIRO- EGYPT 29-30 APRIL 2015 BLOOD TRANSFUSION 2 An essential component of

health systems Each country is permanently confronted with problems to collect enough blood from donors to meet national needs Blood donors have made an outstanding contribution to the health and survival of others. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT BLOOD DONATION 3

Blood donation by VNRD is recognized as essential to the safety and sustainability of national blood supplies. Some countries have wellestablished voluntary blood donation systems Most are still dependent to varying degrees on family / replacement donors and sometimes paid donors. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

MAIN REASONS FOR PROMOTING VOLUNTARY BLOOD DONATION 4 PROTECTION OF THE RECIPIENT PROTECTION OF THE DONOR ETHICS 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT PROTECTION OF THE RECIPIENT 5

Voluntary blood donors are a first line of defense against TTI The prevalence of markers of TTI is the lowest among regular donors. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT PROTECTION OF THE RECIPIENT 6 Voluntary donors are considered safer because they are motivated by

altruism, willingness to help others, the sense of moral duty and social responsibility. They suffer no pressure to donate blood; the only reward, personal satisfaction, self-esteem and their pride. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

with PROTECTION OF THE DONOR 7 The duty of the BTS is to : To protect the health and prevent exploitation of the donor 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

ETHICS 8 It is morally unacceptable for any aspect of health care to be based on the purshase of body parts including blood. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

WHAT IS NEEDED? 9 Create a sustainable pool of safe donors requires a long-term strategy through: The establishment of an effective program of voluntary blood donors, The awareness and increased public acceptance of the importance of blood donation as a social norm. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

10 So the primary target are donors likely to come from low-risk populations, with two basic target groups: existing VNRBD and potential new, VNRBD. These different target groups will have varying needs. To be successful in recruiting VNRBD, we need to find out what motivates each of our different groups and to deveolp appropriate strategies to reach them.

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT SOCIAL MARKETING 11 APPLY marketing technologies developed in the commercial sector to solve social problems, the result is behavior modification. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

SOCIAL MARKETING 12 This includes . Analysis, . Planning, . Implementation and . Evaluation of programs designed to influence the voluntary behavior of target audiences 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT Good social marketing is based

13 Research Well planification With clear and measurable objectives Performed so that the results and impact can be assessed. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

STEPS OF SOCIAL MARKETING AND RECRUITING 14 SITUATION ANALYSIS IDENTIFICATION OF THE MARKET TARGET MARKET STUDY DEVELOPMENT OF AN EDUCATIONAL CAMPAIGN AND MARKETING PLAN IMPACT ASSESSMENT OF THE CAMPAIGN AND MARKETING

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 1) SITUATION ANALYSIS 15 Can be used to determine Your community needs, wants and expectations

your organizationss strengths and weaknesses and To estimate the effect on recruitment and retention 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 2) TARGET AUDIENCE

16 A safe and adequate blood supply depends on the recruitment of suitable donors suitable donors : people who will meet the donor selection criteria They are likely to come from low-rsik populations

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 17 The key to the recruitment and retention of low-risk blood donors is ongoing education about The need for VNRBD The importance of safe blood donation Risk behaviour The reasons for stringent donor selection criteria

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 3) MARKET STUDY 18 = Learn all you can about your current and potential donors Find out what motivates or demotivates people to donate blood Important basis for your messages

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT BILIEFS ABOUT BLOOD 19 Blood has a very important cultural meaning A major step in any recruitment campaign : Overcoming negative feelings about blood donation The challenge is to find the key that will work in your culture environment Barriers to blood donation can be overcome with Correct planning

Good mix of education and information 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT DO YOU KNOW? 20 WHAT MOTIVATES PEOPLE TO DONATE? WHAT STOPS THEM FROM DONATING? Is it: FEAR? IGNORANCE? TRADITION?

SIMPLY THAT THEY HAVE NEVER BEEN ASKED? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 4) PLANNING 21 Good planning is the foundation of an efficient cost effective education and marketing campaign SET YOUR OBJECTIVES 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

OBJECTIVES 22 WHAT WOULD YOU LIKE TO DEVELOP? WHAT IS TO BE ACHIEVED? WHAT DO WE WISH TO ESTABLISH? WHAT DO WE WANT TO IMPROVE? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT HOW YOU CAN ACHIEVE YOUR OBJECTIVES? 23

You have to answer to the following questions exactly how will this be done? By whom? When? Where? How much can be spent? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIROEGYPT HOW YOU CAN ACHIEVE

YOUR OBJECTIVES? 24 the next step is to assign: Responsability Time frames Budget Performance indicators for each one 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 5) ARE PLANNED OBJECTIFS HAVE BEEN ACHIEVED ?

25 Good planning implies the regular of outcomes in order to identify whether the objectives are being met as planned, and achieved at the appropriate time. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT COSTS AND BUDGET 26 Part of that monitoring will need

to be concerned with costs and budget 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT COSTS AND BUDGET 27 It is essential to ensure that the financial, human and physical resources available

are used as efficiently and effectively as possible. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT COSTS AND BUDGET 28 Remember that : The retention of donors has cost implications, But it is likely to be more cost-effective than the recruitment of new donors

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT HOW TO PROCEED IN PRACTICE ? 29 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 1) PREPARING THE GROUND 30 People will need a

variety of information if they are to overcome fear and ignorance and changes their attitudes. Cultural beliefs about blood can be changed through the right kind of information 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 1) PREPARING THE GROUND 31

What kind of information is needed? What are common question asked about blood donation and the most common reasons given for not donating Many reasons are valid one Others can be classified as excuses 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

1) PREPARING THE GROUND 32 Appropriate answers to common excuses, and Your responses to common questions, Can support your education, motivation and recruitment campaign 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

2) DISCOURAGING UNSUITABLE DONORS 33 Some people are unsuitable to be donors because : Giving blood cause them disconfort or harm their health in some way Others are ineligible because of the risk of TTI The selection of donors must consider both of the voluntary donor and the patient, in order

to ensure no harm comes to either through the donation 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 3) APPROPRIATE COMMUNICATION 34 Keys factors in relation to donor recruitment Safe blood An adequate supply of blood 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

35 The knowledge of your audience will help you to select appropriate communication techniques to convey the importance of these two key factors 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 36 In order to do this you need to consider a number of

questions 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 1) WHAT IS YOUR CHIEF IN SENDING YOUR MESSAGE? 37 Do not fall into the trap of trying to achieve too many objectives with one message Keep the message simple and relevant 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

SOME EXAMPLES 38 of purposes for a message are to: Change general community attitudes to blood donation Inform about who is eligible to donate blood Promote positive attitudes to donation among school students 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT SOME EXAMPLES 39

Develop a positive image of the blood service in the media These objectives fall into a number of categories 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 40 Once you have a clear idea of the main objective, think about the target audience.

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 2) HOW WELL DO YOU KNOW YOUR AUDIENCE? 41 It is necessary to find out as much as you can about your target audience, so that your message is appropriate to its recipients. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

3) WHAT IS THE MOST APPROPRITE TIMING OF THE MESSAGE 42 The message needs to be set in its context A message that attemps to change general community attitudes to blood donation may well have to be proposed actively over a long period, with the message staying almost continuously in the public eye. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

4) HOW AND WHERE THE MESSAGE BE DELIVERED? 43 The choice of delivery method has to do with the traget audience and the most favoured means of receipt of messages. It may be most appropriate to deliver the message ; orally, by giving a series of talks , or Through the media : radio or television campaign

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 4) HOW AND WHERE THE MESSAGE BE DELIVERED? 44 YOUR KNOWLEDGE OF AUDIENCE HABITS, THE LOCAL CULTURE AND ENVIRONMENT WILL INFORM YOUR DECISION 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT LEAFLETS AND POSTERS

45 Key public settings are often the most appropriate for L and P you might consider for example: Schools and community centers Religious buildings

Entertainment centres Medical centres and clinics Shopping malls Sports venues 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT KEY PUBLIC FIGURES 46 The support of KPF would be useful : Political leaders Religious leaders Physicians

Teachers Traditional healers Tribal leaders Sporting heroes Personalities from the world of entertainment 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT YOUR OBJECTIVES 47 It is important to design your message so that the information reaches the right public in the

most effective way. Your objective is not only to recruit blood donors but also to educate everyone about donor selection criteria. You do not want a large number of people to turn up, only to be rejected or deferred 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT ADVERTISING PRINCIPLES 48 The following general

principles of advertising may be useful: 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 1) KEEP IT BASIC 49 Link and equate the product with the most potent and relevant human needs. Exploite the profound human drives of

power, status, security, comfort, sense of belonging to family, the need for love, acceptance, approval and so on.. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIROEGYPT

2) USE HEART NOT HEAD 50 Communication between human is usually emotional. Effective, long-lasting advertising is visual and emotional, rather than logical, literal and rational Music and pictures have a more emotional effect than words

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 3) REINFORCE FEELINGS ALREADY HELD 51 The job of advertising is often not convince or persuade but to reinforce, nurture and bond. advertising usually works best when it reinforces feelings already held. It avoids exercising pressure

10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 4) BE FRIENDLY AND WARM 52 Use the familiar, colloquial street language of ordinary people. Cultural specificity is essential: it has to fit comfortability into local culture. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

5) BE SYMPATHETIC TO THE MEDIUM OF DELIVERY 53 Advertising should be in harmony with the essential character of each medium. Advertising needs to adjust in each case to the framwork in which it will be seen or heard 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 6) USE SLOGANS AND54ENDLESS REPETITION If you advertising is designed to appeal to the

emotions, it can be repeated frequently to increase the emotional arousal. Simple but effective, emotional message 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO55 EGYPT 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 56 57

Great care should be taken when using advertising to recruit new donors emotional advertising may result in a substantial increase in the number of people volunteering to give blood. Avoid creating negative attitudes towards blood donation among people who would not meet the selection criteria by implying that they are deficient or indesirable. Even if they cannot be accepted as donors , they can still play an important role in promoting blood donation 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

5) EVALUATING CAMPAIGNS 58 Evaluating inputs, outputs, and outcomes will help you to assess whether your planning strategies are efficient and effective will provide essential information for the

next campaign 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 5) EVALUATING CAMPAIGNS 59 Evaluation starts with the measurment of performance against objectives for example Did your campaign lead to the recruitment of the planned number of VNRBD? Did you keep with the agreed

budget? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT EVALUATING INPUT 60 Aspects for evaluation might include: Key objectives Key messages Communication channels materials 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

EVALUATING OUTPUT 61 Involves measuring whether or not messages were communicated appropriately and where therefore the right messages for the right audiences. Indicators might include Number of messages sent, for example brochures distributed or total circulation

of electronic broadcast Number of messages received Number of people who responded positively to the messages 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT EVALUATING OUTCOME 62 Outcome is where you can assess effect against the planned objectives. This might include: Changes in attitude

Number of new donors attending a blood centre Donor retention rate 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT KEEPING RECORDS 63 Basic record keeping is the foundation of your ability to measure and evaluate efficiency and effectiveness. Information needs to be collected which will

help to answer two basic questions 1) was the message communicated appropriately? 2) was the message accepted? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 64 You should note that some campaigns , such

as an educational recruitment exercise conducted in schools, may take years to show succes indicators The time element must be taken into consideration when you are selecting indicators for evalaution. 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT USING DATA FROM EVALUATION 65 Collected data should form

the basis of a more subjective investigation that answers the questions If the performance was not as planned , what went wrong? If the performance was as planned , how can we improve it the next time? 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT CONCLUSION

66 The duty of the BTS Recruitment of VNRBD It is a long process and 2 important tools needed Social marketing techniques and the application of quality principles 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT 10th PAN ARAB BLOOD TRANSFUSION CONFERENCE CAIRO- EGYPT

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