Shillong: The Government of Meghalaya, in collaboration with Terumo Blood and Cell Technologies, announced the launch of a comprehensive behavioural change campaign aimed at increasing voluntary blood donation in Ri-Bhoi District, an Aspirational District in the State. The campaign was inaugurated by the Health Minister, who unveiled a dedicated number through which citizens of the district can give a “missed call” to register themselves as a voluntary blood donor.
The campaign’s primary objective is to foster a cultural shift in Ri-Bhoi District, encouraging individuals to embrace voluntary blood donation as a noble act that can save lives. By leveraging technology and employing targeted awareness strategies on the need for and importance of regular blood donation, the Government of Meghalaya and Terumo Blood and Cell Technologies aim to dispel misconceptions, mobilise participation, and empower the local community to save lives through blood donation.
The highlight of the campaign launch was the release of a multi-lingual comic book. Through a relatable story format, this innovative publication aspires to debunk myths surrounding voluntary blood donation and urge the people of Ri-Bhoi to donate blood for the greater good. The comic book aims to engage and educate individuals of all ages, making the message accessible to diverse audiences.
During the release of the comic book and awareness videos, the Health Minister of Meghalaya said, “Behavioral change campaigns have proven to be incredibly effective in driving positive societal transformations. I firmly believe that implementing such a campaign may significantly alter the mindset and behavior of the residents of Ri-Bhoi, encouraging them to engage in regular, voluntary blood donation. This, in turn, may lead to establishing a self-sustaining blood bank ecosystem for the Aspirational District of Ri-Bhoi. I extend my heartfelt congratulations to the Department of Health and Family Welfare, the Government of Meghalaya, and Terumo Blood and Cell Technologies for their commendable initiative in spearheading this campaign.”
Sampath Kumar, IAS, Principal Secretary of the Department of Health and Family Welfare, Government of Meghalaya shared, “Access to safe blood plays a crucial role in maintaining the optimal functioning of the healthcare system. Regrettably, a significant number of individuals are influenced by misconceptions and false information, leading them to hesitate when it comes to voluntary blood donation. We believe that this behavioural change campaign will profoundly impact Ri-Bhoi district. Through collaboration, awareness, and education, we are confident that the residents will come forward to donate blood, ultimately transforming their communities and ensuring a brighter future for all.”
Chetan Makam, General Manager and Senior Vice President, Terumo Blood and Cell Technologies stated, “We are proud to collaborate with the Department of Health and Family Welfare, Government of Meghalaya, to launch this transformative campaign in Ri-Bhoi District. By harnessing the power of communications, we aim to create a groundswell of support for voluntary blood donation at the grassroots level. Our joint efforts aim to establish a sustainable blood ecosystem in the Aspirational District of Ri-Bhoi. We are confident that with the ongoing support of the Government of Meghalaya, we will successfully achieve our collective vision and build a donation campaign model for other states to leverage.”
In addition to the comic book and social media campaign, the Department of Health and Family Welfare, Government of Meghalaya, will distribute informative pamphlets throughout schools, colleges, and communities in Ri-Bhoi District. These educational materials will play a vital role in informing individuals about the urgent need and paramount importance of blood donation and encouraging them to participate actively in this life-saving endeavor.