Abbott and the Big Ten Conference, the US’ oldest collegiate athletic conference, have relaunched their nationwide “We Give Blood” competition as the country faces a national blood supply crisis.
The campaign brings together all 18 Big Ten universities, including Northwestern University and UCLA. The competition officially kicks off on 26 August, although donations made from 12 August will count towards each university’s total.
The initiative aims to encourage students, alumni and fans to donate blood and help address both immediate shortages and long-term decline.
National blood crisis
The American Red Cross recently declared a national blood crisis after donations fell to a four-year summer low. Blood cannot be manufactured, meaning the US supply depends entirely on volunteer donors.
Abbott said nearly a quarter of blood donations currently come from people aged over 65, while only around 3% of eligible people in the US donate. The company estimates that almost 40 million people within the Big Ten community could be eligible to give blood but may not currently do so.
Robert B. Ford, Chairman and CEO, Abbott, said: “The future of America’s blood supply starts on college campuses.”
“When a young person gives blood for the first time and makes it a habit, that’s potentially decades of lifesaving donations,” he added.
A future donor base
The “We Give Blood” campaign has generated more than 100,000 donations across its first two years, which Abbott says helped save as many as 300,000 lives. Nearly one-third of student donors last year gave blood for the first time, with 96% saying they would donate again.
The university with the most donations will receive $1m to support student or community health initiatives. Previous winners have used the funding for projects including mental health support, peer wellness coaching and financial support for students.
Tony Petitti, Commissioner, Big Ten Conference, said: “Big Ten fans show up for their teams in the stands, and now they’re showing up for their communities and people who need blood as well.”
The 2026 winner will be announced at the Big Ten Football Championship Game in Indianapolis on 5 December.
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