--- title: Donate Blood: Swedes Get a Text When Their Donated Blood Saves Lives description: In Sweden, blood donors get a text when their blood donation is used to help someone in need canonical: https://time.com/3943272/blood-donation-sweden-text/ author: Tanya Basu article:opinion: false article:content_tier: free article:published_time: 2015-07-01T18:12:39.000Z article:modified_time: 2026-02-22T08:42:25.146Z article:section: Health og:title: Now Blood Donors Can Get a Text When They Save Lives og:description: In Sweden, blood donors get a text when their blood donation is used to help someone in need og:url: https://time.com/3943272/blood-donation-sweden-text/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltec19110d121b0670/698768bd35ba6f7a92c0553e/blood-donation.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 1709 og:image:height: 961 og:image:alt: blood donation og:type: article twitter:card: summary_large_image twitter:title: Now Blood Donors Can Get a Text When They Save Lives twitter:description: In Sweden, blood donors get a text when their blood donation is used to help someone in need twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltec19110d121b0670/698768bd35ba6f7a92c0553e/blood-donation.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Now Blood Donors Can Get a Text When They Save Lives > Sponsored content. 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Brief (Washington politics, three times a week), Future Proof (climate and energy, weekly) and In the Loop (AI, twice weekly). All are free at time.com/newsletters and together reach more than 1.1 million engaged readers. #### Which TIME newsletter should I subscribe to? It depends on what you follow. For a daily briefing, The Brief. For health, Health Matters. For Washington politics, D.C. Brief. For AI and technology, In the Loop. For climate and energy as a business story, Future Proof. For culture recommendations, Worth Your Time. For how TIME's journalism gets made, Inside TIME. Readers can select any combination at time.com/newsletters. #### Are TIME's newsletters free? Yes. All seven TIME newsletters are free to join at time.com/newsletters. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes TIME's newsletters? TIME journalists write them. Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement.  by [Tanya Basu](https://time.com/author/tanya-basu/)  ## Tanya Basu Jul 1, 2015 6:12 PM UTC  Doctor taking patient's blood with syringe, cropped view Doctor taking patient's blood with syringe, cropped view Getty Images  by [Tanya Basu](https://time.com/author/tanya-basu/)  ## Tanya Basu Jul 1, 2015 6:12 PM UTC The usual visit to a blood donation center goes something like this: you enter a sterile room, ease into a seat or lie down and have your blood drawn. Besides a handful of free cookies, you leave with nothing more than the noble sense of being a good citizen, and your part of the transaction is complete. In Sweden, however, a simple text message is moving blood donation from an activity of the generous to a social media worthy event. Launched three years ago to combat paltry donation rates, the hospital using the pioneering text campaign, Sahlgrenska University Hospital in Gothenburg, Sweden, sends a text to a donor acknowledging their contribution. When the blood has been dispensed to someone in need, [the clinic sends a follow-up text](http://www.independent.co.uk/news/world/europe/blood-donors-in-sweden-get-a-text-message-whenever-someone-is-helped-with-their-blood-10310101.html). The system has seen a resurgence in attention thanks to a viral tweet from Swedish designer Robert Lenne: > [](https://twitter.com/robertlenne/status/607901970733658112) The text program also includes a “nag me until I become a blood donor” option, reports [Ragan’s Health Care Communication News](http://www.healthcarecommunication.com/Main/Articles/Does%5Fyour%5Fblood%5Fbank%5Fuse%5Fsocial%5Fmedia%5Fto%5Fencourage%5F7650.aspx). Choose it, and you’ll receive texts like [“We won’t give up until you bleed”](http://www.healthcarecommunication.com/Main/Articles/Does%5Fyour%5Fblood%5Fbank%5Fuse%5Fsocial%5Fmedia%5Fto%5Fencourage%5F7650.aspx) to (not so subtly) encourage you to donate. It’s an attempt by Swedish blood banks—which are struggling with low blood donations—to connect with younger blood donors, reports [_The Independent_](http://www.independent.co.uk/news/world/europe/blood-donors-in-sweden-get-a-text-message-whenever-someone-is-helped-with-their-blood-10310101.html). In a post on behavioral economist Richard Thaler’s just-launched blog [“Misbehaving,”](http://www.misbehavingbook.org/blog/) Allison Daminger and Jamie Kimmel note the role of “nudges” in getting people to do otherwise mundane or uncomfortable tasks, like giving blood. The idea is simple, they write: offer potential donors proof that their contribution is going to a good use. The problem with blood donation, along with other acts of charity, is that if a donor doesn’t know the recipient of a gift, it’s harder to convince them that donating is beneficial, they write. It’s not yet clear whether or not the campaign boosts donation rates, say Daminger and Kimmel. “There simply haven’t been many evaluations of similar programs,” they write. What it _does_ do well, however, is to tap into the ultimate millennial form of flattery, they say—personal connection with a social media twist. The U.S., too, offers some options to track blood donations. In 2014, they launched a Blood Donor App was to track the journey of the donation, according to Kara Lusk Dudley, public affairs manager in biomedical communications at the American Red Cross. The organization also emails donors when their donation is shipped. But a text with a witty vampiric nudge? 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