To overcome the fear of pain the keeps young Indians from donating blood, BloodConnect teamed up with JWT and India’s rock band, Parikrama, to hold a unique blood drive that invited youth to scream their way onto the band’s next hit single.
India’s massive blood shortage could be met if just 2% of the country’s young adults donated blood twice a year, according to BloodConnect. Fear of pain is the biggest barrier. So BloodConnect and Parikrama asked youth to overcome their fear by screaming for Rock ‘n Roll.
BloodConnect and JWT set up four blood donation booths around Delhi on August 8, with Parikrama songs, and invited youth to scream their heart out while donating blood. Hundreds of screams were recorded and incorporated into a new version of Parikrama’s song, “Screaming Town,” that was launched at a concert at IIT Delhi on August 9. Each donor also received tickets to the concert, which drew a packed crowd.
“If we can change the mindset and transform even ONE person into a donor, we will be more than happy. The blood donated by that one person, can save more than two lives. It could be mine or yours,” said Subir Malik, founding member and keyboard player for Parikrama.
“Our ultimate goal is to put an end to the blood shortage in India. And we believe that this cannot be achieved without the unconditional support and participation of the youth,” said Utkrash Kawatra co-founder of BloodConnect. “We’re thrilled to be working with Parikrama on this project. Their music radiates tremendous energy and exuberance, and charges young hearts with the passion to do something meaningful and worthwhile.”
BloodConnect, meanwhile, estimates it collected enough blood in the lead-up to the event to save over 1600 lives.
“Screams are often connected with fear, shock and pain. But more often than that, they express sheer excitement, delightful surprise and pure joy. This idea lets youth participate with India’s most famous rock band by screaming while they donate. By turning their screams of fear into screams for rock and roll, we strongly believe it will significantly drive up donation numbers in droves,” said Tay Guan Hin, JWT’s Southeast Asia ECD.