Strategic partnership with religious organizations

¹Marketing & Public Relations, Western Cape Blood Service, Cape Town: Western Cape, South Africa

Background: During the winter months (May, June, July, August), the Western Cape Blood Service (WCBS) experiences a significant drop in blood collections. This is largely due to winter-related illnesses, such as colds, coughs and flu. For the past few years, the fasting month of Ramadhan has coincided with these winter months putting a further strain on blood collections. A requirement to donate blood is to eat before donating, thus excluding new or regular Muslim donors from giving blood during Ramadhan. Generic awareness campaigns and marketing initiatives during these months to encourage donors had little effect on blood donations from Muslim donors. While all efforts were made for donors and potential donors to heed the call to donate during winter, a different approach was needed to boost collections from Muslim donors.

Method: In 2018 the Service approached a few community organisations within the Western Cape to assist with boosting blood collections during the winter months. The Muslim Judicial Council (MJC) was approached to promote and encourage the cause of blood donation to all communities in the Western Cape. The MJC along with other leading Muslim organisations such as media and other influencers collaborated with the Service to support a Ramadhan Awareness Campaign. This partnership was formed with the aim of encouraging all Muslim donors to donate before the Ramadhan period and then to return once the fasting month has ended. An awareness clinic was hosted at the MJC Head Office which was the launch of the Ramadhan Awareness Campaign. Along with many Muslim Leaders supporting the cause of blood donation, community radio station Voice of the Cape presented their mid-morning show from the MJC Head Office. As part of the campaign, the Service recorded its very first Radio Ad targeted at the Muslim community which was aired on both Radio 786 & Voice of the Cape community stations. The importance of blood donation and saving lives was re-iterated at several mosques across the Western Cape during the Friday prayers. Educating potential donors on the importance of blood donation were enforced by hosting presentations and participating at Muslim community exhibitions.

Results: The following collection data was compared with that of the same period in the previous year: Blood donations over the 3-week period prior to the start of Ramadhan during the period of 11 April — 06 May 2019 compared to the 3-week period prior to the fast in 2018 (24 April – 15 May) saw the Service's collections increase by 21%. A further observation was made regarding the donor base where 43% of donors who donated within this period were new donors.

Conclusion: The need for securing partnerships with community-based organisations to increase blood collections during low collection periods proved to be effective. Blood collections were successfully boosted in the period prior to Ramadhan, in anticipation of reduced collections during Ramadhan. Not only was sufficient blood collected but relationships were established with these community-based Muslim organisations which will continue to add value and growth to the partnership.