Blood donor campaign attracts brothers in arms

Nearly 130,000 taxi passengers in Shanghai and Beijing have registered to become blood donors over the past three years thanks to an awareness campaign.

The campaign was initiated by Shanghai blood authorities and Touchmedia, an in-taxi media firm, in 2012. It aims to promote public education of blood donation and encourage more people to donate blood to people in need.

Passengers learn more about the subject and volunteer through interactive screens in the taxi.

"Although I am a retired athlete, I can still use my blood to pass on hope and strength. This is also a kind of Olympic spirit," said former Olympic champion diver Tian Liang who gave his blood to mark the campaign's third anniversary.

A survey by the media firm last year showed that nearly 80 percent of passengers had learned more about blood donation and participated by interacting with screens in taxis. More than 40 percent of passengers said celebrities who give blood impress them most，and 70 percent said if celebrities give blood they will donate as well.