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AIESEC's #OpenUpYourVeins campaign for awareness on blood donation

The campaign has been conceptualised and executed by The Alter Project

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MUMBAI: With safe blood donors becoming an emerging challenge in our nation, and the country being plagued with an increasing number of epidemics and accidents, AIESEC, an organisation that believes leadership is the fundamental solution to the growth of the nation, in association with WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched #OpenUpYourVeins.

The campaign has been launched with an animated film on World Blood Donors Day, showcasing the story of Eisa, an 8-year-old swimming champion, who died at a very young age in an accident where she fell short of one bag of blood. The film shows us an imaginary life of Eisa, full of dreams and aspirations that she could have lived while bringing alive the contrast of what led to an untimely end of this life.

The campaign aims to raise awareness around the need for regular blood donations that brings sufficient and timely access to safe and quality-assured blood and blood products. It leads people to the donate blood feature that Facebook activates, especially for the World Blood Donor Day. The platform gives potential donors an opportunity to enlist themselves so that they can be notified when nearby blood banks require them, to respond to blood banks on their availability of a requirement and also urge and inspire their friends to do so.

Link - https://www.facebook.com/watch/?v=381115672761380

Speaking on the objective of the campaign, AIESEC India president Karteek Hoshangabade said, “AIESEC’s sole purpose is to activate youth leadership, to achieve peace and fulfilment of humankind’s potential. So fighting for life itself is, of course, of extreme importance to us. We were glad to partner with WATConsult for this beautiful campaign. We hope that everyone sees how important it is to donate blood, and that no more Eisas have their dreams fading due to lack of blood.”

Elaborating on the campaign, WATConsult founder and CEO Rajiv Dingra said, “Enlisting a sufficient number of committed, safe blood donors is an emerging challenge in India and under our latest vertical, The Alter Project, we are glad to bring forward #OpenUpYourVeins. About 65 per cent of India’s population is young and if this section donates blood regularly, chances of the country facing blood shortage will be remote. This 65 per cent of the audience is the same who consumes content digitally and with this campaign we are sure to reach out to maximum people online and get them to pledge as blood donors.”

The campaign will be promoted across digital and social media platforms like Facebook, YouTube, Instagram etc.

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