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‘Blood Buddy’ revamped as Singapore Red Cross appeals to new generation

Teddy Cambosa - January 26, 2021

Singapore – In an appeal to encourage more people from the younger generation to donate blood for a better cause, the Singapore Red Cross (SRC) has revamped the look of its existing mascot, ‘Blood Buddy’, or more commonly known as ‘BB’.

Officially launched back in 2005, ‘Blood Buddy’ has traditionally been recognized as a physical mascot at malls, mobile blood donation drives, and outreach activities run by SRC.

The revamp of the mascot stems from SRC’s objective to engage the youth and advocate blood donation with a consistent brand voice. With a refreshed image that reflects its adorable and lively personality, ‘Blood Buddy’ is well-positioned to connect with young and potential donors who are at the early stages of their blood donation journey. 

“We also recognize the importance of inculcating the habit of giving blood from a young age, and we hope to encourage youth to adopt blood donation as a lifestyle. This is where Blood Buddy will be a lively and relatable voice of encouragement for those getting started on their blood donation journey,” said Prakash Menon, director of the Blood Donor Programme at Singapore Red Cross.

The revamp also comes in line with the organization’s ‘One More Step’ campaign, which encourages potential donors to take small, incremental steps towards the eventual goal of being a regular blood donor who donates at least twice a year. Through the campaign, ‘Blood Buddy’ serves to empathize with the physical and emotional concerns all blood donors have and to showcase the small steps one can easily take to give blood and help save lives.

“Over the years, we’ve observed that many potential blood donors are deterred by prevailing misconceptions towards blood donation. Through ‘One More Step’, and with the help of Blood Buddy, we want to dispel these concerns and at the same time remind people of the power of their individual actions. Each of us can contribute in our own way to create a culture of good, by taking the next step in our blood donation journey,” Menon added.

As part of the ‘One More Step’ campaign, SRC will introduce a series of activations including videos and comic strips to engage potential donors on social media. Members of the public may also win SRC memorabilia by participating in a giveaway from February 7 to March 8, where the public must submit photos of ‘Blood Buddy’ as seen in buses island-wide.