“We won’t give up until you bleed,” is the text of sms, email and Facebook messages despatched by the newly started Japp register seeking to enlist potential blood donors.
The register aims to persuade potential donors to sign up to a “nag me until I become a blood donor” contract.
Behind the Japp register is Droppen, Sahlgrenska University Hospital’s blood donor operation for the Västra Götaland region.
“The number of donors has declined and we have a constant shortage of blood,” Ulrika Ljung at Droppen said in a statement.
The campaign will be made up of social media, radio, television and billboard advertising and is in response to a massive shortage of blood donors and thus blood.
The goal of the campaign is to recruit 6,000 new donors over a three year period.
“We know from interviews that we have done that many people want to give blood but that they are reluctant because of a shortage of time, it’s too far to travel and a number of other reasons,” Ulrika Ljung said.
The direct messages will begin to arrive once a person has signed up to the Japp register, consenting to them to being targeted in the campaign.
The Japp register’s Facebook page will be at the heart of the blood donor campaign, with a range of slogans to raise awareness.