AUSTRALIA'S generous blood and plasma donors will become easier to identify from this week - National Blood Donor Week - with Australian Red Cross Lifeblood permanently replacing its white arm bandages with branded red bandages.

The move is backed by research which shows that applying a branded bandage after a blood donation is an effective way to identify blood donors, with wearers perceived to be generous, altruistic and moral.

Lifeblood acting chief executive officer, Cath Stone, said the organisation hopes the new branded bandages will promote discussions about blood donations and encourage more people to become blood and plasma donors.

“A new blood donor is needed every five minutes in Australia, and that means we need people talking and thinking about blood and plasma donation and encouraging each other to roll up their sleeves,” she said.

“We know that branded post-donation bandages are a great way to start conversations and boost awareness about blood donation.

“Our generous donors are some of our biggest advocates.

“Research has also shown that people who wear branded donation bandages are perceived by others to be generous, warm, healthy and altruistic."

Lifeblood needs more than 1.7 million donations every year to meet the demand for blood and blood products, which is at a 12-year high, including for patients undergoing surgery and cancer treatment, as well as for trauma events and women in childbirth.

Cath said this National Blood Donor Week, Lifeblood is celebrating Australia’s 562,000 generous donors and all the reasons why they choose to give life.

“The comments we receive from donors in our Life is the Reason hub about why they donate are incredible, whether it’s in memory of a loved family member or simply to help a complete stranger,” she said.

“They illustrate the heartwarming generosity of Australia’s blood and plasma donors and this National Blood Donor Week we want to thank all our donors for the life-saving contributions they make."

All blood and plasma donors who donate from National Blood Donor Week will receive the new Lifeblood branded Life is the Reason bandage.

To find and share your reason for donating, you can visit the Life is the Reason hub.

To book a donation, call 13 14 95, visit lifeblood.com.au or download the Donate Blood App.