ALTRUISTIC BEHAVIOUR1
Altruistic behaviours are such behaviours where people act selflessly in order to help
others without expecting anything in return. Such behaviours include being helpful, kind
generous and the willingness to help others in any situation. Altruism is the need of the hour
where people do not want to help others without seeing their own advantage. The present paper
analyses the plans to include more participation of people in blood donation in Canada by
looking into the aspects such as reciprocity norm, social responsibility norm, kinship and
observational learning.
Canada is one of the developed countries in the world where people refrain from donating
blood due to the stigma associated with it. Only 7% of the eligible population is actively
interested in donating blood in the country. Therefore, to increase more participation of the
people certain plans have been laid on the following paper. Reciprocity norm is the norm where
people help others because others had helped them previously. Therefore, if the person who had
previously received blood from someone can be encouraged that he owes someone and made to
empathise then they would readily agree to help the person in need (Abolghasemi, Hosseini-
Divkalayi & Seighali, 2010). They would encourage others to donate blood.
Another way to increase participation is to increase awareness and removing stigma
through advertisements. Creative advertisements can be created where the people show the
benefits of blood donation and its positive impact on the society. This would bring in the aspect
of social responsibility norm. The advertisements could show that it is responsibility of the
people to donate blood and help others for the benefit of the society. If the people were made to
feel their responsibility towards the society then this would increase their participation (Godin et
al., 2012).

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