HIBAPRESS
The Amal Association for Blood Cancer Patients organized an awareness campaign during the blessed month of Ramadan to encourage blood donation, in order to address the sharp decline in reserve stocks recorded during this time of year, and to urge citizens to donate.
In this regard, in cooperation with The Next Clic agency, a solidarity campaign was launched that is based on the social and spiritual values of solidarity known to the holy month, in order to shed light and draw attention to the silent suffering experienced by patients in need of blood transfusions on an ongoing basis, foremost of whom are blood cancer patients, whose lives are threatened due to lack of reserves.
Blood donation operations during the blessed month of Ramadan witness a large decline, while medical needs remain constant and unchanged. This decline is attributed to changes in daily life patterns and the fatigue factors that accompany it, in addition to reorganizing priorities, which negatively affects blood stock reserves, at a time when many patients are still in dire need of blood transfusions to complete their treatment.
For patients with blood cancer, every blood donation is of utmost importance. Away from the issue of numbers and stock levels, it is concretely related to the continuity of essential treatments. From this standpoint, the Amal Association sought to bring this issue back to the heart of the public debate, through a communication campaign designed to address Moroccans directly, simply and meaningfully.
In this context, and in order to enhance the impact of its noble message, the association chose to focus on two prominent moments during the month of Ramadan, which are the periods of going out after Iftar and Tarawih prayers. This approach has allowed the launch of a campaign that harmonizes smoothly with the social customs and religious rituals that characterize this period, with the aim of re-establishing blood donation within tangible solidarity behaviors.
This approach contributed to the emergence of two integrated strategies, the first of which focuses on attracting attention and creating an element of surprise, and the second is a reminder of the values of generosity and preserving life.
Through its communication campaign, the Amal Association chose Red After Ftou to exploit the communication symbols associated with Ramadan night outings into moving humanitarian messages.
The campaign started by broadcasting messages on billboards, social media platforms and via radio stations, and the element of excitement was adopted by alerting "Forbidden for individuals under 18 years of age," with the aim of attracting attention.
This communication strategy was designed precisely to arouse curiosity before revealing its real goal. Instead of announcing a party, the campaign was in fact an invitation to donate blood after Iftar. The reference to age is justified by the fact that minors are not legally entitled to donate blood.
With this idea, the Amal Association succeeded in turning a familiar marketing symbol into a purposeful national message related to public health.
In parallel with the aforementioned, the Amal Association launched a second awareness campaign near mosques, coinciding with the performance of Tarawih prayers. The goal of this field presence on the ground was to include the act of blood donation within a more spiritual context, in accordance with the values of solidarity, compassion and commitment towards others that the blessed month of Ramadan embodies.
In this regard, red symbolic prayer beads were distributed, accompanied by awareness messages, and a strong verse from the Holy Quran highlighting the great importance of solidarity: “And whoever gives life to one, it is as if he has given life to all mankind.”
Through this initiative, the Amal Association sought to emphasize that blood donation is an act that is fully in harmony with the essence of the holy month, with its values of giving and collective responsibility.
The goals of this initiative go beyond the limits of the seasonal response to the recorded shortage in blood stocks during the holy month of Ramadan, but rather it puts forward a comprehensive vision that brings blood donation back to the forefront throughout the months of the year.
The association continues to work on this project, betting on the awareness of citizens to make blood donation an ordinary and vital human behavior, which gives hope to patients whose battle for life is still ongoing.
Through this communication initiative, the Amal Association confirms that mobilization around blood donation cannot remain a seasonal or fleeting act, but must continue throughout the year to ensure the security of reserves and better meet the needs of the most vulnerable patients.
