Product Code: 25EL-503-4035
Please note: This is a Single Viewer registration for one participant for the on-demand version of this program. Access instructions for the on-demand version of this program will be provided via email approximately 3-10 business days after the live program has occurred and the on-demand version is available. If registering after the on-demand version is available, immediate access is granted via the AABB Education Platform at https://education.aabb.org.
If you registered for the live program you do not need to register for this on-demand eCast (access to the on-demand eCast was included with the live program registration).
If you are interested in presenting this program to a group, please see the “eCast Registration Form– Group Viewing” form on the program page.
Program Description: In the voluntary non-remunerated blood donation sector, attracting and retaining donors from a wide diversity of donors (e.g., ethnicity) is essential for maintaining a stable and safe blood supply and delivering effective health care for the diverse populations they serve. In today's rapidly evolving digital landscape, the need for effective donor recruitment has never been more critical. Donor recruitment videos serve as a key touchpoint, encouraging potential donors. Traditional methods of creating donor recruitment videos often miss the mark in engaging diverse communities, leading to suboptimal donor participation. Knowing how to develop persuasive, impactful and culturally meaningful videos can greatly enhance donor recruitment, especially those from multi-ethnic backgrounds.
Co-design, a process that mobilizes community groups to actively contribute to solving issues relevant to them by taking a leading role in the co-creation and co-implementation of campaign materials, offers one promising solution. Research indicates that co-designing recruitment materials with community partners not only enhances the cultural relevance and appeal of these videos but also significantly boosts engagement and donation rates. By involving community partners in the creative process, organizations can produce content that resonates more deeply with target audiences, thereby addressing specific barriers and motivations unique to different demographic groups.
This program will delve into the core components of successful development of donor recruitment videos through co-design with community partners, to create arts-based, meaningful and emotionally engaging materials. The program will cover identifying your target audience, idea generation, developing storyboards, producing videos, and evaluating the draft material in a diverse donor population. This program is essential for equipping professionals with the strategies and tools needed to develop impactful recruitment materials that drive real results.
