Italian Ministry of Health launches blood donation campaign and Modena volunteer event

The Ministry of Health in Italy introduced a new nationwide campaign to promote blood and plasma donation, timed with World Blood Donor Day on 14 June. The campaign, titled “the most beautiful action”, features volleyball champion Andrea “Lucky” Lucchetta as its spokesperson and will be broadcast on TV, radio and social media. Minister Orazio Schillaci thanked the 1.664 million donors who contributed in 2025, noting that their donations supported transfusion therapy for over 638 000 patients and helped achieve a record 919.7 tonnes of plasma collection, though full self‑sufficiency for plasma‑derived medicines has not yet been reached.

As part of the initiative, a free concert called “Volontari per la vita” will be held on 13 June at the Arena in Modena, the Italian capital of volunteering for 2026. Six emerging Italian artists will perform, and the event will showcase donor stories and promote the importance of giving blood and plasma. The Ministry, the National Blood Center, AVIS, the Italian Red Cross, FIDAS and Fratres are co‑organisers.