Abbott and the Big Ten Conference Launch the We Give Blood Campaign
Kalin Ned — August 18, 2025 — Social Good
References: stocktitan.net
Abbott and the Big Ten Conference have launched the second annual 'We Give Blood' campaign, which transforms blood donation into an intercollegiate competition that leverages school pride to address critical national blood shortages.
The initiative runs from August 27 to December 5. It challenges students, alumni, and fans from all 18 Big Ten universities to donate blood at any location nationwide, with the winning institution receiving $1 million from Abbott to support student or community health programs. Building on last year's success where the University of Nebraska-Lincoln mobilized nearly 4,000 donors, this year's expanded 'We Give Blood' program introduces new incentives, including limited-edition school-branded T-shirts for early donors and weekly head-to-head challenges between rival schools.
Abbott and the Big Ten Conference's campaign strategically targets younger demographics at a time when blood centers face severe shortages, with some maintaining less than a day's supply.
Image Credit: Abbott and the Big Ten Conference
The initiative runs from August 27 to December 5. It challenges students, alumni, and fans from all 18 Big Ten universities to donate blood at any location nationwide, with the winning institution receiving $1 million from Abbott to support student or community health programs. Building on last year's success where the University of Nebraska-Lincoln mobilized nearly 4,000 donors, this year's expanded 'We Give Blood' program introduces new incentives, including limited-edition school-branded T-shirts for early donors and weekly head-to-head challenges between rival schools.
Abbott and the Big Ten Conference's campaign strategically targets younger demographics at a time when blood centers face severe shortages, with some maintaining less than a day's supply.
Image Credit: Abbott and the Big Ten Conference
Trend Themes
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Gamification of Philanthropy — The integration of competitive elements into charitable activities introduces a novel approach to increasing donor engagement and participation.
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Intercollegiate Social Impact Campaigns — Harnessing school spirit for social causes exemplifies a creative strategy to mobilize large groups for meaningful impact.
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Branded Incentive Programs — Offering exclusive, limited-edition merchandise as rewards redefines how incentives can drive participation in charitable events.
Industry Implications
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Nonprofit Sector — Innovative campaigns leveraging competition and rewards can revolutionize how nonprofits engage with younger audiences.
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Higher Education — Universities partnering with corporations for philanthropic efforts represents a unique fusion of education, community engagement, and corporate responsibility.
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Healthcare and Blood Donation — Strategically targeting students to address blood shortages can significantly enhance blood donation efficiency and outreach.
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