Impact of Social Media Campaigns on Youth Participation in Voluntary Blood Donation: With Reference to Indian Red Cross Society

Voluntary blood donation is essential for maintaining a safe and adequate blood supply in any healthcare system. Youth form the most eligible and healthy group of blood donors, yet many of them hesitate to donate regularly due to lack of awareness, prevailing myths, and motivational barriers. In this context, social media has emerged as a powerful medium of communication, awareness generation, and behavioral influence. The present study examines the impact of social media campaigns conducted by the Indian Red Cross Society on youth participation in voluntary blood donation in Bhopal. A total of 210 regular youth blood donors (aged 18–30 years) were selected through purposive sampling. Data were collected using a structured questionnaire and analyzed through descriptive statistics and correlation analysis. The findings reveal that youth have a high level of awareness about blood donation campaigns on social media platforms such as Facebook, Instagram, WhatsApp, and YouTube. The study further shows a significant positive relationship between awareness, motivation, and actual participation in blood donation activities. It was observed that emotional messages, donor testimonials, and humanitarian appeals circulated through social media greatly enhanced motivation and encouraged repeated blood donation. The study concludes that social media campaigns undertaken by the Indian Red Cross Society are effective in promoting voluntary blood donation among youth in Bhopal. Strengthening digital communication strategies, addressing misconceptions, and enhancing interactive youth engagement can further increase the frequency and sustainability of voluntary blood donation practices.