The Indian Red Cross Society has launched a ‘Blood Banking App’ to address the issue of blood shortage in the country. The app is part of a larger digital blood banking initiative that the Indian Red Cross Society has rolled out along with J Walter Thompson, one of India’s leading creative agencies.
Today, India has a recorded shortage of 3 million units of blood, and every two seconds, someone needs blood. Moreover, blood banks rely heavily on replacement donors due to the lack of required numbers of voluntary donors to maintain stock. The app caters to billions of people who face difficulties looking out for blood donors during an emergency medical situation. The app will enable people to deposit their blood on a regular basis by opening a Blood Banking Account at any Red Cross affiliated Blood Bank. A unique account number will be assigned to each individual to help monitor the account, through the app. The app will record all the required information, track the account and provide timely reminders on when the next savings is due. The blood can also be transferred to others and the app will let users or the account holders know how much blood is available in the account. Additionally, it will allow blood bank account holders to keep a track on the entire blood deposit cycle on the digital platform efficiently.
Speaking about the app, Senthil Kumar, chief creative officer, J Walter Thompson stated, “With an ever-increasing demand for blood supplies worldwide, there is an immense need to ensure a safe and sufficient supply of blood. A growing number of studies highlight the role of psychological factors and negative perceptions among people towards blood donation. It is human tendency to withdraw oneself from supporting a gallant cause such as blood donation. One of the biggest barricades to blood donation is the word “Donation”. Most human beings give second thought when it comes to blood donation and in this case 90 per cent of the human race has never donated blood, as only 10 per cent of us ever donate blood in our lifetimes. So we decided to change the language and build in very primal self-interest into this cause. We replaced the word “Donation” with “Saving” and “Banking” and created & developed the world’s first Blood Banking app that helps you save your blood into your own unique Blood Banking Account.”
“The Indian Red Cross Society has already established blood banks across the country. With the digital blood banking concept and the launch of the app, the entire process of blood deposit, withdrawal and transfer will be extremely useful to today’s digital savvy public. We have come up with this public service initiative to offer a solution to the most pressing matter of finding blood donors at the time of emergency,” said S. Ashok Kumar Shetty, general secretary, Indian Red Cross Society, Karnataka State Branch.
The app will initially be tested in Bangalore and subsequently to other parts of the country and rest of the world.