Introduction:

The absence of a communication program in the Ministry of Public Health to inform, guide and/or stimulate the active participation of workers, users and the general population in the National Blood Donation Program has been identified.

Objective:

To design a communication strategy focused on improving the systematicity and altruism of voluntary blood donations among potential donors.

Development:

A technological development study related to health systems and services was carried out between January and December 2020. The strategy was based on theoretical and methodological foundations to satisfy the communicational need. Systematization, analysis-synthesis, functional structural-systemic and modeling were used to support and design the strategy. Theoretical-conceptual support was provided from the Communication Sciences, Social Sciences and Medical Sciences, which have offered concepts, methodologies and theories. The strategy was designed comprising structural or organizational, processual, situational and professional performance components.

Conclusions:

It is necessary to improve intersectoral health actions with a communicative approach to reinforce the systematicity of blood donations in potential donors. In this sense, the design, development and implementation of a communication strategy contextualized to the Cuban health system contributes to this purpose.

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