Interview with Natalya Volkova

The project «Don't Hibernate» by the Yaroslavl regional blood transfusion station became the winner of the All-Russian competition of professional skills by the Blood Service and underlined the importance of regular blood donation. Natalia Volkova, PR-Manager of the Yaroslavl Regional Blood Transfusion Station, told how the project was created.

How did the idea for the «Don't Hibernate» project come about?

The idea came from the fact, that some donors after achieving the title of «Honorary Donor of Russia», stop donating blood and forget about their good cause. We noticed this and decided to remind donors about regular blood donation. We drew a parallel between the donor and the bear. In winter, the bear hibernates, and some donors forget about their importance in the process of donating blood and its components. This is how the slogan of our project appeared: «The donor is not a bear, he should not hibernate.»

Why is regular blood donation so important?

Regular donation - constant replenishment of the donor base, quick selection of a proven, reliable donor in an emergency. A regular donor knows his mission, feels responsible, leads a healthy lifestyle, and is ready to respond at any moment. We must not forget about the quarantine of fresh frozen plasma, because a regular donor will definitely come again, and the plasma will be given to the medical network.

What goals did you set implementing the project «Do not hibernate»?

The purpose of the project is to remind donors and people who once donated blood to continue a good cause. We conducted an analysis of the donor contingent and identified the target audience of donors to attract them to regular donation. The next stage was to define the idea of the video.

Tell us about the video. How was the symbol of the regular donation - Mischka chosen?

The bear is the symbol of Yaroslavl city. It is depicted on the emblem, there are many architectural forms in the image of this beast in the city and the region. The bear is the mascot of the Yaroslavl hockey club Lokomotiv. One of our donors is also the mascot of HC Lokomotiv. We invited him to participate in the project. Donors of the Yaroslavl region and employees of the Blood Transfusion Station starred in the video.

Within a month, the initiative group of the institution wrote a script, formed a team to implement the idea. The video was filmed in one day. The whole process of creation took place in one breath.

How did you promote the video?

We placed it in social network VKontakte, and on official websites of organizations participating in the corporate donor movement. The video was shown in the lobby of the donor department of the Yaroslavl Regional Blood Transfusion Station, during donor days.

One of the results of the project is that previously involved organizations have returned to corporate donation.

How do you plan to develop the project?

We create a video about the donation of blood and its components with the participation of the mascot. And dedicated to the 90th anniversary of the institution a story about the work of the Yaroslavl Regional Blood Transfusion Station was created.

What would you recommend to colleagues in other blood centers who decide to learn from your project?

We wish not to be afraid to implement creative ideas!

Our traditional question: what would you wish donors and those who are going to join the donor program?

We invite everyone to join the donor movement and become part of a big family called «Blood Service».

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