Communication Process for Stem Cell Donation of Thai Red Cross Society

Abstract

The research aims to study (1) the communication process for Stem Cell donation in  Thailand  within the information society context  and  (2)  the role of the  Thai Red Cross Society as a communication liaison for both Thailand and international countries, to help promote Stem Cell donation for the “Match4Lara” campaign. This is a qualitative research and a multi-methodology was applied to identify the case studies, by conducting in-depth interviews and online documental analysis that can be accessed presently.

            Research results indicate that:

1. Public Relations and Donors Recruitment Section of the Thai Red Cross Society take part as main departments to help promote the campaign by (1) face-to–face communication (2) mass media and (3) owned media which leads to a better knowledge and understanding on Stem Cell donation campaign in information society.


2. For “Match4Lara Campaign,” the Thai Red Cross Society leads an important role to (1) find Stem Cell for Lara Casalotti, (2) take part as a main organization to drive the campaign in Thailand by communicating/encouraging donors (target) to engage, set an owned media in conjunction with mass media and (3) collaborate with partners overseas.