The Effect of Message Framing on Blood Donation-Study 1

Saving a Life or Preventing a Death: the Effect of Message Framing on Blood Donation Among Rh Negative Donors

Rh negative blood group is a rare blood group in China, as it only accounts for 0.3-0.4 percent of the Han population. Therefore, low inventory is often found in blood collection and supply agencies in many regions in China. On July 18, 2018 blood stockpile of O-negative and B-negative in Guangzhou Blood Center reached the warning line, and we took measures for emergency recruitment. O-negative and B-negative blood donors whose last donation dates were between January 1, 2015 and December 31, 2017 were identified and randomly assigned to three groups. Three different recruitment text messages were send to these groups respectively. At the same time, A-negative and AB-negative blood donors were marked as control group. We observed the re-donation rates among four groups within three months.

Inclusion Criteria:

• Rh- negative blood donors whose last donations were between January 1, 2015 and December 31, 2017.

Exclusion Criteria:

• Donors with an obviously invalid phone number. Donors whose serological results of the last donation were positive.