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'Blood donors get free non-alcoholic beer'
Over the past few years the number of people voluntarily donating blood in the Czech Republic has decreased. In 2010, Plzeňský Prazdroj instigated a nationwide 'Become a Blood Donor!' campaign to raise awareness of the shortage and call for new donors to come forward.
This initiative began in the 1990s as a small regional project in response to an urgent lack of blood in the Ostrava transfusion centre. In response, the Radegast brewery in Nosovice introduced the idea of attracting first-time donors by offering Birell non-alcoholic beer.
Last year, the Birell brand was used to promote blood donation by utilising communication tools not easily accessible to the transfusion centres. A campaign website was launched as well as a Facebook campaign, which attracted over 60,000 supporters. In addition, the brand provided 50,000 cans of Birell to form part of a small snack package given to each donor across 45 hospitals.
The 'Become a Blood Donor!' campaign is one of Plzeňský Prazdroj´s corporate responsibility projects. Another example is 'Prazdroj to the people', formerly known as 'Citizen's choice', which gives financial support to charity and leisure activities. Funding applicants submit their request to Plzeňský Prazdroj, which is then posted online for the public to vote on. The 'Prazdroj to the people' programme has been active since 2002 and in that time Plzeňský Prazdroj has distributed almost USD$3 million across 245 projects.
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