When Does Awareness Become Real Behaviour Change?
Public Perception and Awareness of Blood Donation – Pre vs. Post-Campaign
Objective
The objective was to measure changes in blood-donation awareness, perception, motivations, barriers, campaign recall and future donation intent before and after an awareness campaign. The research also evaluated media effectiveness, sponsor visibility and the factors influencing donor retention and continued participation.
Business Challenge
Limited participation due to fear, misinformation, health concerns, and limited knowledge of eligibility requirements. Campaign visibility and message retention were also limited, creating a need to determine whether campaign exposure was producing measurable changes in awareness, perceptions and future donation behavior.
How We Did It
Pre- and post-campaign surveys were conducted across multiple cities, demographic groups and market tiers. Donor and non-donor groups were separately analyzed. Respondent-level data was maintained in a structured SQL database to support comparative analysis in research waves. 6WSurveyIQ/Kobo was used for survey administration, whereas Python was used for pre/post analysis, statistical testing, cross-tabulation, segmentation, and campaign-effect analysis.
Key Findings
• Eligibility awareness increased from 37% to 45%.• Life-saving perception increased from 34% to 38%.• Definite intent to donate again increased from 74% to 85%.• Fear and anxiety declined by 6 percentage points.• Ad recall increased from 27% to 32%.• Campaign-sponsor brand recall increased by 10 percentage points.• Willingness to continue donating and engage with follow-up communication improved after the campaign.
Findings
The campaign decreased psychological restrictions, augmented knowledge and intensified the perception of blood donation as a life-saving activity. The pre/post framework showed spotted remaining knowledge gaps that need education and persistent communication and measurable fluctuations following campaign execution.
Business Impact
Awareness regarding eligibility increased by 8 percentage points from 37% to 45% and definite intent to donate again increased by 11 percentage points from 74% to 85%. Fear and anxiety dropped by 6 percentage points, ad recall increased by 5 percentage points and sponsor brand recall increased from 15% to 25%, an increase of 10 percentage points. These measurable gains enabled more effective campaign optimization, donor-retention planning, media allocation and sponsor-brand visibility.
