MUMBAI: HDFC Bank is all set to organise the 12th edition of its national Blood Donation Drive on December 7. This drive is part of HDFC Bank’s Parivartan; its umbrella brand for all its social initiatives. The campaign inspire and encourage more and more people to come forward to donate blood.
As a run-up to December 7, the Bank has initiated a campaign #StopMithani #YourBloodMatters, where inspiring stories involving ordinary citizens are being communicated as role models for society, particularly the youth to emulate and donate blood. This will help bridge the annual deficit of 1.9 million units India faces when it comes to availability of blood.
Mr. Rajdeepak Das, Chief Creative Officer (South Asia) & Managing Director Leo Burnett had to say about the campaign, “Communications is best created when we tap into an insight that is universally relevant. It’s about looking at it from the consumer’s perspective. At Leo Burnett we refer to this as the HumanKind approach. Usually blood donation narratives have been told from the recipient’s perspective we decided to change this. Let’s look at it from the donor’s perspective. A serial donor’s perspective. Someone who has been donating for a long time. In Mr. Mithani we found an extraordinary donor – a donor like no other. He is 65 and advised not to donate anymore, his story is compelling enough to get the youth of the country to get behind the cause of blood donation. Hopefully, it will move you to share and most importantly sign up to donate.
Jyotindra C Mithani, a 64 year-old resident of Mira road in Mumbai is one such inspirational story. Over the past 40 years, Mr. Mithani has donated blood 151 times. He first donated at the time of the 1971 Indo-Pakistan war, when there was an appeal for blood for our armed forces. Since then, he’s made it his life’s mission to do his part to bridge the gap between demand for safe blood and its supply. His inspirational record of donating blood on average 4 times a year will end once he turns 65. Mr. Mithani refuses to stop despite the medical advisory owing to his advanced age. This stand by Mr. Mithani to ‘only stop when India starts’ forms the crux of the Bank’s campaign where the message is ‘to galvanize Indians to do their bit and stop Mr. Mithani’.
