Blood Donation in Australia: Analysis and Recommendations

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Assignment 2

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Executive Summary
It is an essential fact that at present as well as in the past, blood donation has become a
major issue among the people worldwide. Australian too is facing such problems of dealing with
lack of motivation towards blood donation among the youth. This report provides a complete
analysis of the survey research that has been conducted in the Westerns and Eastern part of
Australia for the heterogeneity of the participants.

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Table of Contents
Executive Summary.............................................................................................................1
Introduction and Background to the Issue...........................................................................2
Summary Literature Review, Research Objectives and Hypothesis...................................2
Method and Rationale..........................................................................................................3
Participants......................................................................................................................3
Survey Instrument............................................................................................................3
Procedure.........................................................................................................................4
Results and Discussion........................................................................................................4
Descriptive/Sample Characteristics.................................................................................5
Hypothesis Testing..........................................................................................................7
Recommendations................................................................................................................8
Social Media Marketing..................................................................................................8
Print Media and Advertisement.......................................................................................9
Event Marketing or Campaign for Blood Donation........................................................9
Conclusion...........................................................................................................................9

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Introduction and Background to the Issue
As per the reports of the Red Cross Society, Australia, 1 out of 30 people donates blood;
however, the ratio for blood requirement is 1:3 (Australian Red Cross, 2019). The lower blood
donation rate in Australia might lead to failure to provide blood to the people in need. Finding
the right approach and an appropriate method is essential for improving the level of blood
donation in Australia. Many organizations such as the Red Cross face increasing difficulty to
promote blood donation particularly among the youth. In addition to this, it has been found that
large portion of the population (younger generation) of the nation is moving away from blood
donation campaigns or events. As a result of this, Australia is running out of blood supplies
which create a tension among the people that they might not be able to get blood when needed
(Sojka & Sojka, 2008).
This report provides a detailed analysis of the survey on blood donation conducted in
Australia. A brief review of the literature and the hypothesis has been provided along with the
methods selected and rationale behind selecting them. This report also includes proposed
recommendations for improving the rate of blood donation in Australia.
Summary Literature Review, Research Objectives and Hypothesis
This research aimed at identifying the new targets along with newer approaches towards
blood donation in Australia. Effective communication channels must be found in order to
accomplish this objective and reaching the target audience. The hypothesis of the research
involved testing whether more youngsters can become the target towards increasing the rate of
blood donation. In addition to this, the hypothesis involved testing the reasons behind the
lowered rate of blood donation in Australia, such as lack of promotion, people being unaware of
the blood donation events, lack of media attention, low motivation regarding the importance of
donating blood, lack of national promotion as well as inadequate promotional teams.
There are a number of reasons behind people not donating blood (McVittie, Harris and
Tiliopoulos, 2007). These include fear of needles, or contacting infectious diseases like HIV
anxiety or practical issues. Blood donation is also affected due to the demographic factors