Mankind Pharma has launched a multi-city campaign titled #RippleOfChange on World Blood Donor Day. The initiative aims to address the shortage of blood donors in India and raise awareness about the importance of blood donation.
The campaign features a video that portrays the consequences of blood scarcity. The narrative follows a group of friends who experience the loss of a loved one due to the unavailability of blood donors. The video aims to encourage more people to donate blood by showing how it can save lives.
“With less than 1% of our population donating blood annually, India faces a severe and ongoing blood shortage crisis. This critical shortfall in blood donations leads to the preventable loss of thousands of lives every day. Kindness resides in all of us, yet while many discuss this issue, few step forward to donate. Our #RippleOfChange movement aims to transform this notion by inspiring individuals to take action. By donating blood, each person can contribute to a ripple effect of positive change, saving lives, supporting medical emergencies, and fostering a culture of community care and responsibility,” Rajeev Juneja, vice-chairman and managing director, Mankind Pharma Ltd, said.
The integrated campaign spans digital, outdoor, and on-ground activations across multiple cities. The #RippleOfChange video is released on various digital platforms. Metro trains feature mirror installations to encourage commuters to consider becoming blood donors. Bus shelter ads in Delhi amplify the call to action. Additionally, Mankind Pharma is organising free blood donation camps at its offices in Paonta Sahib, Manesar, and Delhi’s Okhla head office, with over 600 people enrolled to date.