Lifelines (Winter 2002-2003) - BCP Launches Asian American Blood Donor Program

BCP Launches Asian American Blood Donor Program
By Angela Woon

	One of five ads created for the campaign, this one written in Japanese

More than 60 percent of Bay Area residents are eligible to donate blood, yet less than 4 percent actually do. Unfortunately, this number is even lower among Asian Americans.

In fact, in 1999, Asian American made up just 7 percent of BCP blood donors. This stands in stark contrast to the fact that according to Census 2000 results, 31 percent of San Francisco is Asian American.

Fortunately, with a generous grant from the Blood Systems Foundation, BCP was able to conduct research - using focus groups and surveys - to develop an advertising and outreach campaign to increase blood donations within the Asian American community through awareness and education.

To stay consistent with the theme of inclusion and sensitivity to non-American cultures, BCP had also organized an internal Asian American Advisory Committee, which was utilized throughout the development of the campaign.

With BCP’s launching of the Asian American ad campaign, it is hoped that the Asian American community will respond with a call to action, by donating blood. The ad campaign, which consists of a series of five ads, features themes found in the Asian American community. The campaign is targeted at all age groups encouraging them to donate the gift of life to help their community, and possibly one day helping their family or loved ones.

BCP’s ads, which began running November 21st, 2002 can be found in several mainstream and Asian American newspapers, college papers, the Serramonte Mall in Daly City and MUNI bus shelters in San Francisco.