'Let’s Roll Up Our Sleeves' campaign promotes blood donation nationwide

A viral social media campaign encouraging blood donation has been officially revealed by its creators, students from the Maldives National University (MNU). The initiative 'Athukuri Olhaalamaa', titled to mean “Let’s Roll Up Our Sleeves,” aims to increase voluntary blood donations across the country.

Over the past week, videos of affluent people silently rolling up their sleeves have circulated widely online, sparking curiosity and speculation. Among those featured were notably Health Minister Abdulla Nazim, current and former MPs, and MNU students.

On Thursday, the campaign team confirmed that the videos were part of a coordinated awareness effort to promote blood donation. The campaign is led by students pursuing Bachelor of Arts in Media and Public Relations at MNU.

The team said the campaign’s name symbolizes a collective call to action, urging everyone to donate blood and support those in need. They emphasized that many people in the Maldives require blood daily due to medical emergencies, surgeries, accidents and chronic conditions.

The campaign also aims to increase the number of registered blood donors, encourage volunteerism, and foster a healthier, more compassionate society.