Why do Indians trust blood donation camps more than blood banks?

Facebook needed an answer to this burning question for developing its Blood Donation feature and marketing materials for India.

We worked on two phases of this brief – for launching the feature in 2017, and for developing it further in 2018. Through both, we met current and potential blood donors in iterative design thinking workshops across India. We talked a lot about blood, as well as people’s feelings and fears around donating it.

More importantly, we came away with a telling understanding of why and how these translated to trusting inner circles over establishments in India. Our recommendations were fed live into Facebook’s product and marketing development teams in the US – to refine their strategies, launch designs and call to actions, live. They achieved their quarterly target of 5 million subscribers within the first month.

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