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Norway's Blood League: Scoring points for life
11 Jul
Summary
- Football rivalries inspired 10,000 new blood donors.
- Blood League campaign aimed to boost donations via club competition.
- The initiative successfully engaged a new demographic of donors.
In autumn 2023, the Norwegian Red Cross initiated the "Blood League" campaign to combat a significant shortfall in blood donations. Facing a situation where less than 2% of the eligible population were donors, the organization sought to engage a new demographic.
The campaign ingeniously tapped into Norway's deep-seated passion for football. It established a friendly competition between top-flight men's and women's football clubs, urging fans to "bleed for the jersey." Donors could pledge allegiance to their club, contributing points to a league leaderboard.
Initially targeting 5,000 new donors, the Blood League surpassed expectations, attracting nearly 10,000 sign-ups across its two-year run. This success is attributed to creative regional advertising and a live online leaderboard that fostered a strong competitive spirit.
The initiative's impact continues to influence the Red Cross's advocacy, with hopes to leverage Norway's participation in the 2026 World Cup for further awareness. The model has garnered international interest, with Portugal and Chile seeking advice.
