A woman expresses her excitement at taking part in the Blood of Kindness campaign. Supplied
The #BloodofKindness campaign is holding a crucial blood drive tomorrow, August 9, from 9am to 4pm at TheCommune in Phnom Penh’s Tuol Kork district, with the aim of raising awareness and boosting blood donations across Cambodia.
The event, in partnership with the National Blood Transfusion Center (NBTC), invites the public to contribute to saving lives by donating blood in a relaxed and welcoming environment.
“Every unit of blood can save up to three lives. That’s a powerful and beautiful thing,” said Miguel Jeronimo, a Portuguese photographer based in Phnom Penh and a key supporter of the campaign.
“We want people to feel comfortable, to see that donating blood isn’t just a medical procedure – it’s an act of kindness, a way to directly impact someone’s life,” he added.
The drive is being hosted at TheCommune, a vibrant venue located at No 15 Street 347 in Tuol Kork district, thanks to the support of Soma Group and BreadTalk.
The collaboration underscores the campaign’s commitment to involving local businesses and the community in its mission.
“Partnering with local enterprises like Soma Group and BreadTalk allows us to reach more people and make blood donation an accessible and communal experience,” Jeronimo noted. “We’re turning this into something positive and uplifting, rather than something that feels clinical or intimidating.”
One of the day’s highlights is the introduction of “Amret”, the campaign's newly unveiled mascot.
Amret, meaning "vitality" in Khmer, is designed to encourage and comfort donors while raising awareness about the importance of donating.
The mascot was created by local artist Kan Sereysopheak and will be featured in a crochet version made by Cambodia Knits, a social enterprise that provides fair employment opportunities to marginalised communities in and around Phnom Penh.
“Amret represents the life force that blood provides. It’s a symbol of hope and vitality, which is exactly what blood donation is all about,” said Jeronimo. “Through art and creativity, we’re hoping to reach even more people and make a lasting impact on how blood donation is perceived in Cambodia.”
Blood of Kindness was founded by local youth, artists and the non-profit organisation Local4Local in response to the urgent need for blood donations.
According to the NBTC, less than 15 per cent of the Cambodian population donates blood, while the demand remains high, with an average of 250-300 units required daily to support public hospitals and clinics.
“This campaign is about more than just today’s blood drive,” Jeronimo emphasised. “It’s about building a culture of donation, where giving blood becomes a normal and valued part of our community life. The need is constant, and we can meet it if we come together.”
The campaign is volunteer-driven, with all proceeds going directly to support its mission of promoting blood donation education and organising public blood drives. For those who can’t make it to the event, there are still plenty of ways to get involved.
Jeronimo encouraged everyone to join the Telegram channel https://t.me/bloodofkindness to stay informed about future initiatives, emphasising that it is a movement where every person who gets involved helps save more lives.
