Kranenburg Floris J, Kreuger Aukje L, Arbous M Sesmu, Laeijendecker Daphne, van Kraaij Marian G J
Center for Clinical Transfusion Research, Sanquin Research Leiden, Leiden University Medical Center, Leiden, the Netherlands.
Department of Clinical Epidemiology, Leiden University Medical Center, Leiden, the Netherlands.
Transfusion. 2017 Oct;57(10):2458-2462. doi: 10.1111/trf.14228. Epub 2017 Jun 27.
The purpose of World Blood Donor Day (WBDD) is to raise awareness for the importance of blood donation. The aim of this study was to quantify the impact of WBDD on digital information seeking and donor recruitment.
Google Trends data were used to quantify seeking behavior on "blood donation" and "blood donor." Differences in relative search volume (RSV) between the 3 weeks surrounding WBDD and the rest of the year were calculated. Second, mean differences in RSV were compared to assess the additional effect of hosting using translated search terms. Third, we compared the period around WBDD with the control period regarding page views of the Sanquin website and Facebook likes and number of newly registered donors in 2016.
The mean RSV for "blood donation" in the period of interest was 78.6, compared to 72.1 in the control period (difference, 6.5; 95% confidence interval [95% CI], 1.2-11.8). For "blood donor" this was 78.9 compared to 65.9 (difference, 12.9; 95% CI, 8.1-17.8). We found no additional effect of hosting. In the period of interest, the website of Sanquin was visited 6862 times a day and 4293 times in the control period (difference, 2569; 95% CI, 1687-3451). In June 2016, 54.6% (95% CI, 53.0-56.2) more new donors were registered compared to the control period.
An international campaign like WBDD raises the awareness of blood donation and is effective in convincing people to register as blood donors.
世界献血者日（WBDD）的目的是提高人们对献血重要性的认识。本研究的目的是量化世界献血者日对数字信息搜索和献血者招募的影响。
利用谷歌趋势数据量化“献血”和“献血者”的搜索行为。计算世界献血者日前后3周与一年中其他时间相对搜索量（RSV）的差异。其次，比较RSV的平均差异，以评估使用翻译搜索词进行宣传的额外效果。第三，我们将世界献血者日前后的时间段与2016年Sanquin网站的页面浏览量、脸书点赞数以及新注册献血者数量的对照期进行了比较。
在感兴趣的时间段内，“献血”的平均RSV为78.6，而对照期为72.1（差异为6.5；95%置信区间[95%CI]，1.2 - 11.8）。“献血者”的这一数值为78.9，对照期为65.9（差异为12.9；95%CI，8.1 - 17.8）。我们未发现宣传的额外效果。在感兴趣的时间段内，Sanquin网站每天被访问6862次，对照期为4293次（差异为2569；95%CI，1687 - 3451）。与对照期相比，2016年6月新注册的献血者多了54.6%（95%CI，53.0 - 56.2）。
像世界献血者日这样的国际活动提高了人们对献血的认识，并有效地说服人们注册成为献血者。
