The Australian Red Cross Blood Service Essay - 1828 Words

1. Context and Problem The Australian Red Cross Blood Service (ARCBS) has identified a long-standing issue of poor repeat blood donation from young donors, in particular males. While this group of the population has a high number of new donors, it has been found they are also the least loyal, which poses a problem for both current and future blood stocks. As a marketing consultancy firm, we have been commissioned to analyse the issues surrounding blood donation in Australia, and to devise three cost-effective marketing strategies aimed at increasing repeat donation from this demographic. 2. Literature Review The topic of blood donation well-researched, with strategies having been devised to try and increase donation rates all over the world. Australia faces a challenging set of circumstances, in which remuneration for donation is illegal (ARCBS, 2013). It is thought this may be a contributing factor to the poor repeat donation rates in youth demographics, for whom altruism is no longer a primary driving factor when considering donation (Russell-Bennett, Hartel, Previte Russel, 2012). Since the iconic work by Titmuss (1970), blood donation has been considered one of the only â€Å"true† altruistic behaviours, and many marketing strategies have been engineered around this concept. Several authors, however, have argued that blood donation is not a case of â€Å"true altruism†, and is actually a case of â€Å"impure altruism†, whereby the donor receives personal utility and improvementShow MoreRelatedThe Australian Red Cross Blood Service1030 Words   |  5 Pagesconvey complex ideas that text alone cannot. Images also possess the ability to be simultaneously simple and natural while playing with the wits of the viewer. The Australian Red Cross Blood Service (ARCBS) is a part of the International Red Cross that seeks donations of two varieties for assistance in medical treatments namely cash and blood. The image that I have chosen is an ad print published by the ARCBS with assistance from a reputed ad agency MC Saatchi. The advertisement propose s that thoughRead MoreThe Australian Red Cross Blood Service1796 Words   |  8 Pages1. Context and Problem The Australian Red Cross Blood Service (ARCBS) has identified a long-standing issue of poor repeat blood donation from young donors, in particular males. While this group of the population has a high number of new donors, it has been found they are also the least loyal, which poses a problem for both current and future blood stocks. As a marketing consultancy firm, we have been commissioned to analyse the issues surrounding blood donation in Australia, and to devise threeRead MoreSocial Marketing - Australian Red Cross Blood Service Essay4935 Words   |  20 PagesSOCIAL MARKETING report Blood Brothers Campaign Mk418 social marketing Australia Red Cross Blood Service Executive Summary This Social Marketing Plan was commissioned by the Australian Red Cross Blood Service (ARCBS). The aim of the plan is to encourage the return of first time blood donors specifically Generation Y, males aged 18-25. The lack of returning donors especially young people has prompted the need for strategy to â€Å"win-back† one time only donors. AnalysisRead MoreThe Social Marketing Of Australian Red Cross Organisation1870 Words   |  8 Pagesassignment, what kind of service messages, audience and market they have chosen in order to provide the people a better life to live. 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