Abbott Laboratories — Asdemamiw Twlid
#AsdemamiwTwlid
OVERVIEW
Asdemamiw Twlid (The Incredible Generation) was a nationwide campaign designed to transform blood donation culture in Ethiopia by engaging and mobilizing the country’s youth. The initiative aimed to address a critical blood supply challenge while fostering a strong sense of civic duty and collective responsibility. By positioning blood donation as a shared national cause, the campaign fundamentally reshaped public perception and participation, contributing directly to improved public health outcomes.
Impact
Key Highlights
Launched with a large-scale, high-visibility blood donation event at Meskel Square
Executed a targeted second phase with donation drives across 30 high schools
Focused on building sustainable, youth-led blood donation clubs
Shifted the national blood donation model from family replacement to voluntary