(P-BC-11) Blood Donor Experience of a Docudrama Intervention for Promoting Blood Donation in Ghana — a BLOODSAFE Ghana Study

Background/Case Studies: The use of docudrama (dramatized storytelling with a documentary) as a tool to promote repeat blood donation has received limited scholarly attention in Sub-Saharan Africa despite docudrama interventions for issues such as HIV receiving relatively much attention in the region. This qualitative study, embedded within a pragmatic randomized controlled trial (RCT), explored the experiences of first-time blood donors exposed to a docudrama intervention aimed at encouraging return donations in Ghana.

Study

Design/Methods: Sixty-five participants—36 first-time voluntary non-remunerated blood donors (VNRBD) and 29 first-time family replacement donors (FRD)—from the intervention arm of the RCT engaged in guided discussions after viewing two 15-minute episodes of a blood donation-themed docudrama at two time points (months 2 and 5 post-enrollment). Docudrama viewing sessions occurred either in groups of at least two participants (42 participants across 15 sessions) or occurred individually (23 sessions) from August 2, 2024 – February 7, 2025 for those who viewed during month 5 post-enrollment. Using a standardized discussion guide, facilitators explored participants’ experience of the docudrama and its potential impact on donor motivation to donate again. A total of 38 sessions that occurred in month 5 post-enrollment were transcribed verbatim and analyzed thematically using a deductive approach.

Results/Findings: Participants (69% male, aged 18–49 years old) generally found the docudrama informative, well-structured, and engaging. Key themes included the docudrama’s effectiveness in addressing myths and misconceptions, preferred and disliked scenes, perceived impact on public education, and suggestions for dissemination. Educational scenes were especially well-received, whereas a cultural ceremony scene was viewed as unnecessarily long. Most participants deemed the 15-minute format appropriate. Recommended dissemination channels included social media, television, radio, schools, churches, and hospitals, with suggestions for shorter episodes for broader reach using social media platforms such as TikTok, Facebook, and YouTube.

Conclusions: This study forms a key qualitative component of the first randomized controlled trial globally to evaluate the effectiveness of a docudrama intervention for promoting blood donation. Participants perceived the docudrama as a valuable, appropriate tool for enhancing understanding and motivation around blood donation. The blood donation docudrama’s potential to dispel misconceptions and encourage voluntary repeat donation supports its inclusion in blood donor recruitment and retention strategies across Ghana and similar contexts.