We launched “Asdemami Tiwlid” to normalize blood donation among youth, starting with a large event at Meskel Square and expanding to donation drives in 30 high schools.
In Ethiopia, with a youth-dominated population of 117 million, only 22% of blood donation needs were met, contributing to a maternal mortality rate of 25-40%. The task was clear: engage the youth, recruit donors, and integrate regular blood donation into urban culture.
We initiated a mission to connect with the youth and establish a substantial donor base, making regular blood donation a cultural norm. Coined as “a generation of change-makers” – Asdemami Tiwlid, this concept guided our approach. The strategy unfolded in two phases, starting with a massive blood donation event at Meskel Square in collaboration with the National Blood Bank Service. In phase two, our focus shifted to youth engagement, encompassing donation drives in 30 high schools, promoting blood drives, youth involvement, and club establishment.
The campaign yielded remarkable success, collecting 216,000 donations from first-time donors, including 4,600 recruited through school drives. Traditional media reached 5 million individuals, while social media engaged 1.5 million, raising awareness about the crucial need for blood donation. Over a year, a 19.8% increase in donations was achieved, with voluntary contributions rising to 99.99%, a notable improvement from 99.80% in 2021, displacing family replacement donations.
