A designer’s perspective on blood donation in India

The Indian context

  • A complex constellation of stakeholders: donors, patients, families, hospitals, blood banks, NGOs, public institutions, Corporate Social Responsibility (CSR) and private companies.
  • A highly regulated sector, and parallel to it, a big black market that doesn’t follow rules or conventions.
  • A shy, mistrustful, hierarchical and wonderfully diverse culture; really complex to grasp.

The project

A donor mindset segmentation

“My small brother donates every 3 months. I used to scold him for it and he still did it in hiding.”

“Because of my donation, there will be light in someone’s house.”

“My previous experience was bad, it was a camp organized by a politician who did not donate nor did he care about the camp.”

“In India giving means losing. They say donation for the name’s sake. But their mentality behind is that it is an investment — If I am giving, I should get.”

Steps to becoming a donor

“Conditions are very important. Camps on the street, during crowded festivities are scary.”

The companies

Motivation vs. pressure

“I was hesitating until the last minute, hoping for something to come up and make me go back to work. But fortunately, nothing happened. It took me five minutes and it was a painless experience.”

Companies also have mindsets

The blood banks

“It will take a few generations to change this mindset, because people still think that blood donation is an investment.”

“The economic status of people doesn’t make any difference. Awareness and education make the difference.”

A reflection on social enterprises

  • It aims to be a profitable company instead of financing itself through donations and NGO funding.
  • It believes in digitalising much of the today manual activities of connecting companies and blood banks, to gain a much bigger scale that could really solve the problem.

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Believes design is a powerful tool for strategy. Loves true sustainable development, people & systems. Flirts with electromechanics.

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Nora González Dwyer

Nora González Dwyer

Believes design is a powerful tool for strategy. Loves true sustainable development, people & systems. Flirts with electromechanics.

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