1. LIFE LENDERS LIFE LENDERS Lend a pint, and save a life!

2. Leah Ciolek Would you donate blood to save her life?

3. Background: The Need Someone in the world needs blood every 3 seconds Shortages back to pre-9/11 levels Source: Health & Medicine Week (Jan. 28, 2002)

4. Study Basics: Research Objectives/Hypotheses Attitudes : males, females, freshmen, seniors, volunteers, non-volunteers Behaviors : males, females, volunteers, non-volunteers Messages and media to promote blood donation among Lake Forest College students

5. Research Procedures Secondary data : periodicals, research reports Interviews : regular blood donor, Red Cross worker Focus group : 6 LFC students Survey : convenience sample of 60 students

6. Objective 1: To compare attitudes of males & females Kieran Healy and John J. Burnett : Donors tend to be male Focus group : Favorable attitudes among both men and women Survey : More favorable attitude among women, more fear among men, more awareness among men No significant difference exists between the attitudes of males & females regarding blood donation

7. Objective 2: To compare behaviors of males & females Kieran Healy and John J. Burnett : Donors tend to be male Focus group : No significant difference Survey : More women than men (70%, compared to 57%) had never donated; among frequent donors, gap disappears Significant difference between the behaviors of males & females regarding blood donation

8. Objective 3: To compare attitudes of freshmen & seniors Focus group : Age not a determining factor Survey : More awareness among seniors, more fear among seniors, greater understanding of the severity of shortages among seniors No significant difference between two groups, but freshmen need to be educated on the subject of blood shortages

9. Objective 3: To compare attitudes of freshmen & seniors Application to media plan : Include STATISTICS about the demand for blood on posters advertising blood drives

10. Objective 4: To compare attitudes of volunteers and non-volunteers Kieran Healy : No correlation between volunteering and donating blood Focus group : Positive attitudes about volunteering don’t impact attitudes about blood donation Survey : No significant difference Act of volunteering is not connected to the act of donating blood

11. Objective 5: To compare behaviors of volunteers and non-volunteers Secondary data and focus group : no connection between volunteering and blood donation Survey : 64% of volunteers had donated blood; 64% of non-volunteers had donated blood No significant difference between donating behaviors of volunteers and non-volunteers

12. Objective 6: MEDIA PLAN John J. Burnett : Use testimonials as promotional tools Red Cross worker : Find a “poster child” from among the college population Focus group : “People want to see how they’re actually helping”

14. Objective 6: MEDIA PLAN Hold on-campus blood drives at times that are convenient for students Survey : “Timing and place can be inconvenient,” “The times held make it difficult for everyone to make it” Make blood drives more appealing to students (provide T-shirts, balloons) Survey : “Consider…giving away T-shirts”

15. Objective 6: MEDIA PLAN Include statistics and information about eligibility on posters advertising blood drives

17. Objective 6: MEDIA PLAN Acknowledge and address students’ fears Use web site to communicate general info. about donating, times/places of blood drives To spread the address, use radio, email, TV

19. Are YOU Ready to Donate? Patients and victims around the country will thank you for giving… the gift of life!