Time is Money

THE CHALLENGE:
Plasma donation is needed to make life-saving treatments for people with rare diseases and chronic conditions. However, it can take up to 1,200 donations to treat just one patient for a year. Although donors can receive compensation for donating plasma, global demand for plasma medicines continues to grow and outpace supply. Nearly 42 million people speak Spanish at home, making up over 15% of the U.S. population. However, Latinos account for only 2-4% of blood donors, and the rate of donation for Hispanics is around 1%, largely because there is a cultural stigma around getting paid for plasma.
THE BIG INSIGHT:
Spanish-speaking Latino families are looking for ways para mantener a sus familias (to support their families). While money is a motivator, Latinos take pride in being highly generous when their heart-strings are pulled. This insight allowed us to reframe the compensation of plasma donation – not as a stigmatizing act of desperation, but a heroic act of generosity and altruism for which donors must be rewarded.
THE SOLUTION:
We created a new awareness campaign TU TIEMPO ES DINERO (TIME IS MONEY) to let Spanish Speaking Latinos know that when they do good for their community by donating plasma, BioLife will compensate them for the time it takes to donate, and their time is very valuable.