Research for optimising communication for blood donation
I researched the psychology behind blood donation and used quantiatative and neuromarketing tools to optimise communication efforts.
Avis is Italy’s largest and most vital blood donation association. They are the backbone of the national healthcare system, managing transfusion centers and national awareness campaigns. I transitioned from being a proud board member and volunteer to a researcher and consultant for the organization during my Master's dissertation.
The client
The challenge
Blood donation presents a unique behavioral hurdle: the intention-action gap. While most people agree that donating blood is a "good thing," very few actually do it. Historically, Avis's communication was "blind"—relying on guesswork rather than empirical data to engage potential and recurring donors. This lack of strategic psychological framing contributed to stagnant donor numbers and a struggle to recruit younger generations.
My role
I acted as a researcher-consultant, utilizing my Master’s dissertation to provide a data-backed foundation for Avis’s outreach. I transformed my academic findings into actionable workshops for board members and practitioners to revolutionize how they communicate with the public.