Regional
Mall to action – 1 day, 1 nation, 5000 units of blood - a lifesaving initiative
Michelle Vermeulen
South African National Blood Service, South Africa
Siemi Prithvi Raj
South African National Blood Service, South Africa
During the summer holidays, when the collection of blood donations declines, South Africa's Mall to Action initiative, branded Red Saturday, has proven that innovation, community engagement, and national solidarity can come together to save lives in a way that was both inspiring and impactful. The collaboration between the South African National Blood Service (SANBS) and the Western Cape Blood Service (WCBS) demonstrated that when faced with the challenge of dwindling blood stocks, the solution lies not just in the collection of blood, but in the collective action of citizens from all walks of life.
With people caught up in preparation for school closures and the holiday season, blood donations tend to fall, creating a dangerous gap in stock levels that often results in media appeals and urgent pleas for donors. During these times of crisis, the reality of the need for blood is starkly felt: it is a precious, life-saving resource that is often in short supply, especially during holiday periods.
Red Saturday, a nationwide blood donation campaign that not only encouraged South Africans to donate blood, but also turned the life-saving impact of a single act of kindness into a powerful, nationwide call to action. Held on Saturday, 30 November 2024, Red Saturday was carefully timed to follow the consumer frenzy of Black Friday, a retail event typically marked by discounts and promotions. The campaign message positioned blood donation as "the ultimate deal" — offering a chance to save up to three lives with just one unit of blood. This simple yet profound message resonated across the nation, urging people to consider that the true value of a Saturday spent in a mall could be far greater than any sale item—it could be the gift of life itself.
'Red Saturday' social media tag
The SANBS staff at one of the sites
Supported by an extensive media and social media campaign, the Red Saturday initiative encouraged South Africans to visit one of 89 blood donation clinics set up in malls across the country, as well as in other community venues like churches. The goal wasn’t just to collect blood—it was to raise awareness and show the power of collective action.
The results were nothing short of remarkable. Together, SANBS and WCBS collected 6,817 units of whole blood, surpassing the original target of 5,000 by nearly 2,000 units. This achievement was a testament to the spirit of giving that resonates deeply in South African communities. Of the units collected, 5,713 were from SANBS-operated clinics (3,589 were donated in malls and 2,124 units from clinics in other venues like churches) and 1,104 units were collected at WCBS mall clinics. These donations directly impacted the national blood supply by making a significant positive contribution to stock levels and reducing the risk of shortages during the critical holiday period.
Graph of overall WBIT Ratio across the WCBS
WCBS staff at one of the sites
More than just a numbers game, Red Saturday represents the power of collective action. It showed that people can accomplish something extraordinary when they come together with a shared purpose. In this case, the blood of thousands of South Africans combined to ensure that hospitals nationwide would have the life-saving resources they needed to care for patients in urgent need of blood. But Red Saturday's success is more than just a one-off event. It serves as a reminder of the importance of regular blood donation and the constant need to replenish stocks, especially as we enter the summer months. The campaign has successfully raised awareness not only about the immediate need for blood but also about the value of community-driven efforts to address a nationwide health concern.
WCBS staff at one of the sites
