Abstract

 Background and Objectives

 One of the main objectives of blood centers is to promote voluntary blood donation. It is important then to recognize people views and beliefs about blood donation. Decrease or elimination of blood replacement is closely correlated with the tendency of people to embark on voluntary blood donation. In recent years, IBTO has taken measures to eliminete blood replacement and it has been considered as a priority in the strategic planing of IBTO. Blood replacement rate in most of the provinces is reported to be zero, except in 3 provinces of Hormozgon, Sistan and Baluchestan, and Khuzestan. A qualitative study was done considering the role of views and beliefs of people and their tendency to embark on blood donation in 3 southern provinces which are faced with problems regarding blood donation.

 Materials and Methods

 Two focus group meetings were held in each of these provinces. In each session, various and specified groups of people participated with pre-determined standards.

 Results

 False beliefs and views about blood donation were brought up: transmission of infectious diseases to donors, blood deficit being an improper claim, blood donation just for men, girls being banned to donate blood, blood donation making one thin and revealing addiction, phlebotomy better than blood donation, religious prohibition of blood donation, and the negative effect of blood donation on sexual behaviors.

 Conclusions

 In order to promote the motivation of people of these regions to appreciate voluntary blood donation, besides using social marketing tools, it is necessary to use these beliefs and views in social marketing and provincial publicity. The false views which are common among these three provinces can be rectified through similar programs and those specific to each province can be addressed by a different strategy.

 Key words : Blood donor , Qualitative research , Social marketing