Sweden’sbloodserviceisenlistingnewtechnologytohelppushb...

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Sweden’s blood service is enlisting new technology to help push back against blood shortages. One new plan, where donors are sent automatic text messages telling them when their blood has actually been used, has caught the public eye. People who donateinitiallyreceive a ‘thank you’ text when they give blood, But they get another message when their blood makes it into somebody else’s veins.

The service says the messages give donors more positive feedback about how they’ve helped their fellow citizens---which encourages them to donate again. “It’s a great feeling to know you made such a big difference and maybe even saved someone else’s life,” says Ms. BlomWiberg. “We get a lot of visibility in social media and traditional media thanks to the SMS. But above all we believe it makes our donors come back to us, and donate again.”

During National Blood Donation Week street signs and shop fronts around the country are having the letter “O” and “A” quietly removed, representing the missing blood types. “We simply can’t ignore the fact there has been a severe reduction in the number of new donors coming forward—a trend seen across the world,” Jon Latham said. “While we can meet the needs of patients now, it’s important that we strengthen the donor base for the future.”

In Stockholm, residents can go to the local blood service’s website and see a live chart of how much blood is left. “The same info as we have internally is shown externally,” says Ms. Blom Wiberg. The thinking is that when stocks run low, people will respond if they know there is a problem.

Other initiatives rolled out in some areas include letting donors sign a contract agreeing that authorities are allowed to aggressively bother them by text message, Facebook, and email until they donate blood. The messages include light-hearted threats, such as: “We won’t give up until you bleed.”

29. According to Jon, there’s a trend that ______________.

A. more countries are strengthening their donor base

B. the patients’ need for blood can’t be satisfied

C. blood types of O and A are urgently needed

D. fewer people donate blood around the world

30. To ensure stable blood supplies, Stockholm__________.

A. asks residents to sign a lifelong contract of donating blood

B. allows everyone to check the amount of blood in store

C. passes a law on appealing to people to donate blood

D. forces people to donate blood with text messages

31. What is the main idea of the text?

A. Sweden is facing a lack of blood for patients at present.