Knowledge piece by the Coalition of Blood for Africa and Nivi

Across Africa, access to safe and reliable blood supplies remains a critical yet often under-recognized pillar of effective health systems. Every day, patients rely on blood transfusions to survive life-threatening situations, including childbirth complications, severe childhood anaemia, traumatic injuries, and complex surgical procedures. Despite its indispensable role in modern healthcare, many countries across the continent continue to face persistent blood shortages, limiting their ability to respond effectively to medical emergencies. The consequences of these shortages are profound. Delays in accessing blood can mean the difference between life and death, particularly in emergencies requiring rapid transfusion. This is especially evident in cases of maternal haemorrhage, one of the leading causes of maternal mortality across Africa, as well as among children suffering from severe anaemia due to malaria and other conditions. In such instances, timely access to safe blood is not just important; it is lifesaving. In response, governments, national blood transfusion services, and civil society organizations have implemented a range of initiatives to encourage voluntary blood donation. These campaigns have played an important role in raising awareness and, in some contexts, have led to gradual improvements in donor recruitment. However, voluntary donation rates in many African countries still fall significantly short of meeting national demand. A key challenge is that many of these campaigns focus primarily on raising awareness without fully addressing the underlying motivations, concerns, and practical barriers that influence individual decisions. Awareness alone does not necessarily lead to action. Even when individuals understand the importance of donating blood, they may hesitate due to safety concerns, unanswered questions, or limited access to convenient donation opportunities. To address this gap, Nivi partnered with the Coalition of Blood for Africa to generate real-world insights into how young people perceive blood donation and what drives their willingness to participate. The objective was not only to assess attitudes but also to identify actionable opportunities to strengthen blood donation strategies through a deeper understanding of human behaviour. Between October and December 2025, Nivi conducted a WhatsApp-based survey across Kenya and Nigeria to explore how young adults think about blood donation and what motivates or discourages them from taking action. The findings offer valuable insights to inform more effective policies, campaigns, and partnerships aimed at strengthening voluntary blood donation systems across the continent.