In Sweden, blood donors now receive a 'thank you' text when their donation saves a life

Programme, which began in Stockholm three years ago is gradually being rolled out to other areas across the country

Blood donors in Sweden started receiving a pleasant 'thank you' text message every time their donation is used to save a life.

People who donate initially receive a 'thank you' text message when they give blood, and another message when their blood makes it into somebody else’s body.

“We are constantly trying to develop ways to express [donors'] importance,” Karolina Blom Wiberg, a communications manager at the Stockholm blood service told The Independent.

“We want to give them feedback on their effort, and we find this is a good way to do that.”

The service says the messages give donors more positive feedback about how they’ve helped their fellow citizens – which encourages them to donate again.

If you donate blood in Sweden the county council will text you when your blood is used. pic.twitter.com/4Ycf5O6m3F

— Robert Lenne (@robertlenne) June 8, 2015

The programme, which began in Stockholm three years ago is gradually being introduced to other areas across the country.

In most Western countries there has been a decline in blood donations but authorities in Sweden have decided the best way to avoid shortfalls is to be as open as possible about the levels of blood in stock.

In Stockholm, residents can go to the local blood service’s website and see a live chart of how much blood is left.

“The same information as we have internally is shown externally,” says Wiberg.

The idea is that when stocks run low, people will respond, and can even raise the alarm on social media.

“Social media is an extremely important channel for us to reach our donors. Sweden needs more young donors to have a stable blood supplies in the future,” says Lottie Furugård, a communications manager at Stockholm’s blood centre.

Other initiatives started in some areas include allowing donors sign a contract agreeing that authorities are allowed to message them on mobile phone, Facebook, and email until they donate blood.

Rather than the usual bureaucratic language of medical appointments, Health Care Communication News reports, the messages include 'light-hearted threats', such as: “We won't give up until you bleed.”

“Our challenge is to make the public and especially the blood donators understand how important their contribution is,” says Wilberg.

The article originally appeared on The Independent