Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, February 26, 2015

Encourage blood donation in an interactive way


To ask people to donate blood is not easy but Sao Paulo and Fundação Pró-Sangue created a special poster encouraging people to donate blood as well as helping people charging their drained batteries. 

The wire of the charger looks like the equipment drawing blood from the big arm, which is hard to ignore since people can’t go far leaving their phones unattended. The swollen vein is so vivid that people cannot help imaging scenery of blood donating and feeling gratitude. 
 Figure 1
This poster comes from an interactive ad template, which composes of three important parts (Figure 1). The “product” is the object on the medium and in this case, it is the experiment set of churning out free supply of power. Components in the product space includes an arm with swollen veins and clenched fist, and a red-colored wire coming out from the vein of the arm. Together, these components form the scene of blood donation. The “message” behind the poster is encouragement for blood donation. The “linkage operator” between the product and the message is people’s action in charging phones. By performing this action, people get favor from a blood donator and become aware of the necessity of donating blood. 

In addition to the interactive template, another persuasive rule is used in this ad: people who get helped for their drained batteries are likely to return the love by donating blood based on mechanism of reciprocity. To conclude, this ad is a good example of interactive template as well as a practice the rule of reciprocity.

Reference: 
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing science, 18(3), 333-351.
 
Feiyi Ouyang 

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