Marketing Featured Southeast Asia

Singapore Red Cross, Health Sciences Authority embrace ‘digital’ with virtual recognition of blood donors

Singapore – Despite restrictions brought by the pandemic, the current observance for the World Blood Donor Day this 14 June is still not hampered for the Singapore Red Cross (SRC) and the Health Sciences Authority (HSA) of the country, as they unveiled a new digital-centric campaign that honors those who have donated to Red Cross locally over time: through a virtual ‘hall of fame’.

Called the ‘Blood Donor Hall of Fame’, said initiative recognizes and honors contributions of blood donors to the National Blood Program. It is estimated that more than 1,600 champion donors from all walks of life will be featured and presented awards to celebrate milestones – ranging from 25 to 200 donations – in their blood donation journey. 

In particular, the Blood Donor Hall of Fame will spotlight the inspiring stories of nine individuals and organizations who have demonstrated an extraordinary commitment to the cause.

One of the nine stories featured in the Blood Donor Hall of Fame site.

Benjamin William, secretary general and CEO at Singapore Red Cross thanks all of those who have partaken in the organization’s ongoing blood donation program, stating that as they commemorate the 20th year of Singapore Red Cross being appointed by HSA as the National Blood Donor Recruiter, it is heartening to also witness the continuous growth of their blood donor population, from more than 41,000 in 2001 to over 72,000 donors in 2020 – a remarkable 72% increase over the last two decades.

Meanwhile, Choong May Ling, Mimi, chief executive officer at Health Sciences Authority, commented, “Blood donors continued to heed the call to save lives even in the midst of a pandemic, showing how warm-hearted and committed they are. The Health Sciences Authority would like to wish all blood donors a happy World Blood Donor Day, and express our gratitude to all blood donors and our partners for your precious time and dedication.”

The Facebook Blood Donation Feature, which allows Facebook users to check in nearby blood banks they can donate to.

Aside from the virtual ‘hall of fame’, SRC and HSA have also partnered with Facebook to launch the Facebook Blood Donation feature in Singapore in line with World Blood Donor Day. This feature will connect people who want to donate blood with opportunities to do so, to empower even more Singaporeans to stay connected with SRC for real-time information such as ad-hoc opportunities to donate blood, so they can contribute to a more stable and sufficient blood supply.

William also added that in commemoration of the World Blood Donor Day this year, not only are they celebrating the blood donors for their commitment and contributions, but they are also shifting the spotlight towards the next generation of blood donors – the youth who are the future. 

“This is why we aim to reach them through channels and initiatives they are familiar with, to encourage them to take the next step in their blood donation journey, and influence those around them to do the same,” he added.

The Instagram page of Bloody Buddy, Singapore Red Cross’ official mascot. The page will share content and facts about blood donating

To sustain conversations and awareness around the importance of blood donations beyond World Blood Donor Day, SRC will also be unveiling a virtual ‘Journey of Blood’. This will provide users with an immersive and interactive educational journey on the blood donation process, from the blood bank to the laboratory. Not only will they be able to interact with Blood Buddy, the SRC’s official mascot, and its surrounding virtual environment, but they will also uncover interesting facts on blood donation and gain a behind-the-scenes perspective on how blood is collected and processed for Singapore’s life-saving needs.

Blood Buddy, which was previously revamped by SRC to appeal to the younger generation of blood donors, will now also debut on Instagram, where it, in its personal page,will share bite-sized content and facts around blood donation.

Other social media campaigns include a social media competition, where users were encouraged to share their unique, inspiring blood donation stories with Blood Buddy on Instagram, to stand a chance for their stories to be illustrated into a comic strip, and an interactive Instagram ‘this or that’ filter game, a themed Facebook profile frame, as well as themed sticker packs to sustain engagement and encourage individuals to spread the word to their social networks. 

Platforms Featured Southeast Asia

Revolut’s new feature lets users donate spare change to charities

Singapore – The Singaporean arm of fintech platform Revolut now has a ‘donation’ feature which enables them to instantly round up their card payments and donate their spare change to charity. 

Through the new service, customers have the option to make a one-off donation or set up recurring contributions, which can be terminated at any time. Donations have no minimum amount. 

The new ‘donation’ feature will initially start off with three local-based charity groups: The Singapore Red Cross, The Singapore Cancer Society, and Club Rainbow (Singapore). Revolut said it will be adding more charities in the platform over the course of this year.

“Supporting social causes is both important to us as a business, and to many of our customers. Complicated sign up processes and scary commitments can put a lot of people off, so we wanted to build a feature that would enable our customers to support good causes in a seamless and secure way,” said James Shanahan, CEO of Revolut Singapore

Revolut has been recently ramping up its new features for the platform, including sending e-hongbaos for the upcoming Chinese New Year, the enabling of bank top-ups and the launch of its web app.

Marketing Featured Southeast Asia

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

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.