BackgroundBlood services must consider innovative ways to encourage more Black people to donate to enhance the efficacy of treatments. We evaluate how two innovative arts‐based approaches (co‐designed and locally produced films and a large‐scale Marvel Studios'/NHSBT collaboration) can achieve this by generalizing to a wider audience from their target audiences.Study Design and MethodsFour co‐designed short community films were produced in the United Kingdom: Comedy, Reciprocity, Donor‐Recipient, and Sliding Doors. In Study 1 (N = 44: Black people), these films were evaluated in the target community in which they were produced. In Study 2 (N = 1237: Black = 638, White = 599), the community and Marvel Black Panther/NHSBT films were evaluated in a nontarget general population sample. Evaluations were in terms of campaign behavioral efficacy (e.g., willingness to donate, encourage others to donate) and affect. These analyses were segmented by donor status, age, and gender.ResultsStudy 1 shows that the community groups rated the films very positively, with over 90% stating that they would be convinced to donate blood. Study 2 shows the results from the community films generalized to the general population, with the Black Panther film also rated positively in the general population. Three community films and the Black Panther film were rated equally positively. There were notable differences across generations and by donor status.DiscussionThe results highlight the power of arts‐based approaches (both locally co‐produced community films and franchise collaborations) in encouraging donors within their target audiences and, importantly, on the broader population.

中文翻译：

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基于艺术的电影干预措施鼓励黑人献血者的力量


背景血液服务必须考虑创新的方式来鼓励更多的黑人捐献，以提高治疗效果。我们评估了两种基于艺术的创新方法（共同设计和本地制作的电影以及漫威影业/NHSBT 的大规模合作）如何通过推广到更广泛的目标受众来实现这一目标。研究设计和方法四共同设计英国制作了社区短片：《喜剧》、《互惠》、《施主与受主》和《滑动门》。在研究 1（N = 44：黑人）中，这些电影在其制作的目标社区中进行了评估。在研究 2（N = 1237：黑人 = 638，白人 = 599）中，社区和 Marvel Black Panther/NHSBT 电影在非目标一般人群样本中进行了评估。评估是根据活动行为功效（例如捐赠意愿、鼓励他人捐赠）和影响力来进行的。这些分析按献血者身份、年龄和性别进行细分。结果研究 1 显示，社区团体对这些影片的评价非常积极，超过 90% 的人表示他们会被说服去献血。研究 2 显示了社区电影推广到普通人群的结果，《黑豹》电影在普通人群中也获得了积极评价。三部社区电影和《黑豹》电影获得了同样的好评。不同代际和捐助者身份之间存在显着差异。讨论结果强调了基于艺术的方法（包括当地共同制作的社区电影和特许经营合作）在鼓励目标受众中的捐助者以及更重要的是更广泛的人群中的力量。