Public sector HLL Lifecare, country?s largest blood-bag manufacturer, has launched a SMS campaign on blood donation, targeting to reach over 5.5 million customers of BSNL in Kerala.

The campaign, launched by state Health Minister Adoor Prakash on the Blood Donation Day on Tuesday in the state capital, was meant to convey the importance of blood donation as a vital voluntary health service expected of every healthy and responsible citizen of the country.

A help-desk named 'Heart Beats? was also opened for assisting the blood donors in collaboration with the Kerala State AIDS Control Society. It would help  patients under treatement at the Regional Cancer Centre and Sree Chitra Tirunal Medical College during emergencies.

"The pioneering effort by the HLL Lifecare to take the message of blood donation to the masses needs to be appreciated and lauded. Active and intense efforts are inevitable in spotting those willing to donate blood to the needy. Likewise, I also hope that the Help Desk will be of immense help to the patients in other Government hospitals also and not just the two hospitals alone," the Minister said, after launching the initiatives. The Help Desk will channelise the  donors to the patients.

Persons who want to donate blood voluntarily can register their details including name, place, bloodgroup and phone number to the mobile number 9072860299 or  SMS in this number or register online at [email protected]. The patients coming through Health Desk members will be given priority in the future. The RCC and Sri Chitra alone require around 4500 units of blood every month.