Centre for Health and Social Research

Developing Culturally Relevant Social Marketing Interventions to Increase Blood Donation amongst Migrant Communities: The case of African migrants

Rare blood types have evolved in populations around the world, including Africa, India and the South Pacific. Occasionally in Australia there is a need for specific blood types that cannot be met within the usual blood supply, so it is important to have blood donors that represent the diverse Australian community.

The aim of the project was to develop, implement, and evaluate a culturally-relevant social marketing intervention to increase blood donation amongst African migrant communities.


The campaign involved developing a booklet, poster series, short film and website with the assistance of the Australian African community and featuring members of the African Community from Wollongong and Sydney. All materials are available in Arabic, English, Kirundi and Swahili.