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Using social marketing to persuade Iranians to donate blood
Meysam Behnampour1, Mohsen Shams1, Rostam Hassanzadeh2
1School of Health, Yasuj University of Medical Sciences, Yasuj, Iran.
Abstract:
This study examined effects of a social marketing intervention to encourage people to donate blood in a southwest city of Iran. To design the intervention, the constructs of theory of planned behavior in 170 consistent blood donors were measured. Persuasive messages were developed, and some printed materials were prepared to transfer the message to the target segment. The trend of the percentage of consistent blood donors was measured during the first four months after the intervention. The percentage of consistent blood donors was increased significantly. The findings showed the effectiveness of the social marketing interventions for blood donation.
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