Evaluation of the effectiveness of targeted measures in the promotion and recruitment of voluntary blood donation among college students
针对性措施在大学生无偿献血宣传招募应用中的效果评价

摘要

目的 探讨并实施针对性宣传招募措施对在校大学生无偿献血知晓率、献血意愿及实际献血率的影响，评价其应用效果，为优化高校无偿献血招募策略提供依据。方法 以我市某十所公办大学2023级本科生为对照组（n=3264，接受传统宣传方式），2024级本科生为干预组（n=3398，针对性措施），对比两组干预效果差异。结果 干预组知识得分为（72.86±8.51）分，显著高于对照组的（58.24±9.37）分；正向态度持有率为81.37%，高于对照组的63.85%；学年内实际献血率为18.54%，亦显著优于对照组的11.52%，干预组宣传满意度达94.56%，明显优于对照组的81.80%（P均＜0.05）。结论 针对性措施能够有效提高大学生的无偿献血认知水平、态度倾向与实际参与行为，值得在高校推广实践。

Abstract

Objective To explore and implement targeted publicity and recruitment measures and their impact on college students’ awareness, willingness, and actual participation in voluntary blood donation, evaluate their effectiveness, and provide a basis for optimizing college blood donation recruitment strategies.
Methods Freshmen of ten public universities in our city in 2023 were taken as the control group (n=3264, received traditional publicity methods), and 2024 freshmen as the intervention group (n=3398, targeted measures). The differences in outcomes between the two groups were compared.
Results The intervention group scored 72.86±8.51 on knowledge, significantly higher than the control group’s 58.24±9.37; the positive attitude rate was 81.37%, higher than the control group’s 63.85%; the actual blood donation rate during the academic year was 18.54%, also significantly better than the control group’s 11.52%. Satisfaction with the publicity in the intervention group reached 94.56%, noticeably higher than the control group’s 81.80% (all P<0.05).
Conclusion   Targeted measures can effectively improve college students’ knowledge, attitudes, and actual behavior regarding voluntary blood donation and are worth promoting in colleges.