Behavior changed, but attitudes or intentions did not. This suggests a salience effect: social media content likely kept donation top-of-mind.

It shows that low-cost, non-targeted digital exposure can shift real-world health behavior.

Funded by #Sanquin, supported by VU Network Institute 🙏

The results:

- New Facebook followers were 32% more likely to make their first donation
- They made 12% more whole blood donations over one year
- They made 17% more total donations, including plasma donations

These effects emerged without reminders, incentives, or direct outreach.
#publichealth

During registration, new donors were randomly assigned to either:

🔹 Follow the Dutch blood bank (Sanquin) on Facebook
🔹 Control (no follow)

We tracked behavior over 6 months via Sanquin’s records, and additionally ran 3 surveys

Ja, klopt. De groei van Reddit kan ik i.i.g. bevestigen, gaat heel erg hard

Dank Marco!