Abbott Launches Nationwide Campaign To Alleviate India's Blood Shortage

While India has made significant strides, a disparity remains in meeting the country's annual need for 14.6 million blood units. To bridge this gap, Abbott extends its global 'BETHE1' campaign, introducing the inaugural donor campaign track, 'Give Blood. Get Good Vibes.' Featuring vocals by Indian hip-hop artist MC Headshot (Tamojit Chatterjee), the song endeavors to contemporize and motivate Indian youth to contribute to a healthier nation through blood donation.

The initiative complements earlier on-ground efforts to encourage blood donation. Abbott initiated the campaign in key Indian cities—Mumbai, Hyderabad, Kolkata, Kochi, Nagpur, Vizag, Guwahati, and Nashik, with digital and physical assets, mobile donation vans, and more. These sites register around 300,000 yearly donations, witnessing a commendable surge of over 20 per cent in contributions this year.

Dr Rajesh B Sawant, Consultant - Transfusion Medicine, Histocompatibility & Immunogenetics, Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute, Mumbai, said, “One donation can save up to three lives, and the process to donate blood typically only takes about 45 minutes to an hour. Addressing India’s blood deficit is essential to help avoid delays in critical blood transfusions for people in need. This can be done by raising awareness and tackling myths around blood donation, especially as there is a constant need for blood supply, not just for emergencies, but also for planned surgeries and long-term medical treatments.”

Although India boasts a potential donor pool of 402 million individuals, it fails to meet the WHO's recommended 1 per cent donation from the population. In 2022, the country's blood supply, at 33.8 per thousand donations, fell short of the demand of 36.3 per thousand.

Certain demographic groups experience remarkably low levels of voluntary blood donations. Despite India's youthful population, 85.5 per cent of individuals aged 18-25 have never donated blood.

Merely 10 to 12 per cent of women contribute as blood donors, attributed to factors such as limited awareness, misconceptions regarding health risks, unclear understanding of the donation process, and difficulties in accessing donation sites.

Blood donation, a powerful and life-saving behavior, serves as a cornerstone in treating medical complexities for women, children, accident victims, and various patient categories. Beyond its immediate impact, regular donation contributes to personal health benefits, showcasing a holistic approach to saving lives and enhancing the well-being of both donors and recipients. It stands as a simple yet profound way to make a positive impact, fostering gratitude and well-being in the community.