Use of Social Media (Facebook) to Mobilise Voluntary Blood Donors During Disasters: A Case of Suicide Bombing Attack in Peshawar, Pakistan

Abstract

Objective:Social media has emerged as a powerful tool in shaping public behaviour and is now a key component in healthcare outreach. Following a suicide bombing at a mosque in Peshawar in January 2023, this study evaluated the effectiveness of Facebook in encouraging voluntary blood donations.

Materialsand Methods:Within half an hour of the attack, a blood donation appeal was posted on the Regional Blood Centre’s (RBC) Facebook page. Public responses through likes, comments, and messages were tracked and managed in real-time. Blood collection efforts were promptly expanded both at the RBC and at the Lady Reading Hospital (LRH) Blood Bank, located near the blast site.

Statistical Analysis:The collected data were assessed using t-tests and ANOVA.

Results:In the 24 hours after the incident, 209 blood donations were collected at LRHmore than triple the usual daily average of 62. A total of 441 individuals donated, with 56.23% (n = 248) being first-time donors. Female participation was notable at 27.89% (n = 123). First-time donors showed a slightly higher rate of transfusion-transmitted infections (4.61%) compared to repeat donors (4.23%). Facebook was the primary source of information for 70.06% (n = 309) of donors, followed by TV (20.18%), mosque announcements (6.57%), and personal contacts (3.17%).

Conclusion:There was a substantial increase in blood donations post-disaster, particularly among ‘first-time’ voluntary blood donors. This altruistic behavior needs to be capitalized by converting these first-time donors into regular voluntary donors.