In my last post I wrote that mass-media campaigns are unnecessary for blood donation if the purpose is to convince us that giving blood is a good idea. Why spend money on something we already know? Instead, it should be spent on getting us into the blood clinics and rolling up our sleeves, because that is where the problem is.

But I don’t mean to say that promoting awareness and attitude are never important. After all, it is unlikely that 5% of Canadians would donate blood if they did not think it was important.

My message is: It is important to promote the benefits of adopting specific behaviours. But you cannot stop there and expect the behaviour to follow automatically. The blood donation example clearly illustrates that it does not.

Next Post: An example of a simple and effective behaviour campaign.

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