The Effect of Message Framing on Blood Donation-Study 1

Saving a Life or Preventing a Death: the Effect of Message Framing on Blood Donation Among Rh Negative Donors

Rh negative blood group is a rare blood group in China, as it only accounts for 0.3-0.4 percent of the Han population. Therefore, low inventory is often found in blood collection and supply agencies in many regions in China. On July 18, 2018 blood stockpile of O-negative and B-negative in Guangzhou Blood Center reached the warning line, and we took measures for emergency recruitment. O-negative and B-negative blood donors whose last donation dates were between January 1, 2015 and December 31, 2017 were identified and randomly assigned to three groups. Three different recruitment text messages were send to these groups respectively. At the same time, A-negative and AB-negative blood donors were marked as control group. We observed the re-donation rates among four groups within three months.

Study Overview

• Status: Completed
• Conditions: Rh Negative Blood Donor
• Intervention / Treatment: Other: Gain-frame SMS; Other: Loss-frame SMS; Other: Control SMS

• Study Type: Interventional
• Enrollment (Actual): 2074
• Phase: Not Applicable

Contacts and Locations

Study Locations

• China
  • Guangdong
    • Guangzhou, Guangdong, China, 510095
      • Guangzhou Blood Center

Participation Criteria

Eligibility Criteria

• Ages Eligible for Study: 14 years to 56 years (Adult)
• Accepts Healthy Volunteers: No
• Genders Eligible for Study: All

Description

Inclusion Criteria:

• Rh- negative blood donors whose last donations were between January 1, 2015 and December 31, 2017.

Exclusion Criteria:

• Donors with an obviously invalid phone number. Donors whose serological results of the last donation were positive.

Study Plan

How is the study designed?

Design Details

• Primary Purpose: Health Services Research
• Allocation: Randomized
• Interventional Model: Parallel Assignment
• Masking: None (Open Label)

Number of Arms

4

Arms and Interventions

Participant Group / Arm	Intervention / Treatment
Experimental: Gain-frame SMS; SMS messages "Dear Rh negative blood donors: Hello! As the Rh negative O/B blood stockpile is low now, but patients who are this blood type are in urgent need. If you are available, we hope that you can offer a helping hand to save their lives. Thank you for your support." were send to donors in this group.	Other: Gain-frame SMS; Emergency recruitment cell phone short messages that emphasizing donating blood can save patients' lives were sent to donors in this group.
Experimental: Loss-frame SMS; SMS messages "Dear Rh negative blood donors: Hello! As the Rh negative O/B blood stockpile is low now, but patients who are this blood type are in urgent need. If you are available, we hope that you can offer a helping hand to prevent them from death. Thank you for your support." were send to donors in this group.	Other: Loss-frame SMS; Emergency recruitment cell phone short messages emphasizing that donating blood can prevent patients from death were sent to donors in this group.
Experimental: Control SMS; SMS messages "Dear Rh negative blood donors: Hello! As the Rh negative O/B blood stockpile is low now, but patients who are this blood type are in urgent need. If you are available, we hope that you can donate blood again. Thank you for your support." were send to donors in this group.	Other: Control SMS; Emergency recruitment cell phone short messages that only mentioning the low Rh-negative blood stockpile were sent to donors in this group.
No Intervention: Control group; Donors in this group were not received SMS reminders.

What is the study measuring?

Primary Outcome Measures

Outcome Measure	Measure Description	Time Frame
Re-donation rate	Intention-to-treat were applied. Re-donation rate was defined as the number of donors in each group devided by donors who re-donated within 3 months.	3 months

Collaborators and Investigators

• Sponsor: Guangzhou Blood Center

Study record dates

Study Major Dates

• Study Start (Actual): July 18, 2018
• Primary Completion (Actual): October 18, 2018
• Study Completion (Actual): October 18, 2018

Study Registration Dates

• First Submitted: November 11, 2018
• First Submitted That Met QC Criteria: November 11, 2018
• First Posted (Actual): November 14, 2018

Study Record Updates

• Last Update Posted (Actual): May 5, 2020
• Last Update Submitted That Met QC Criteria: May 2, 2020
• Last Verified: May 1, 2020

More Information

Terms related to this study

• Other Study ID Numbers: Message framing effect

Plan for Individual participant data (IPD)

• Plan to Share Individual Participant Data (IPD)?: No

Drug and device information, study documents

• Studies a U.S. FDA-regulated drug product: No
• Studies a U.S. FDA-regulated device product: No