News | Taiwan Blood Services Foundation ESG

       With ongoing advancements in science and medicine, the value of blood and the importance of blood donation systems are self-evident. Following the release of "The Blood Lesson for Young Minds" in 2023, the Taiwan Blood Foundation once again collaborates with Parenting Magazine to publish a new book on blood knowledge, "The River Within: A Journey into Blood", aiming to raise awareness and understanding among younger generations. A book launch event was held at 11 a.m. on June 14. Chairman of the Taiwan Blood Foundation Hou Sheng-Mao, Director Wei-Chung Kuo from the Ministry of Health and Welfare’s Department of Medical Affairs, Director Chien-Liang Lin from the Taiwan FDA’s Division of Drugs, President Chi-Hung Lin of National Yang Ming Chiao Tung University, and well-known blogger Kelly from “Kelly in the Village,” were among the honored guests attending the launch event. Together with the youth, they embarked on a meaningful journey bridging medicine, education, and social care.


Front row from left: Director of Parenting Magazine’s Brand Department Chia-Ying Lee, writer Kelly, CEO of Taiwan Blood Foundation Tsung-Hsi Wang, President Chi-Hung Lin of National Yang Ming Chiao Tung University, Chairman Sheng-Mao Hou of the Taiwan Blood Foundation, Commissioner Wei-Chung Kuo from the Ministry of Health and Welfare, Consultant Dr. Cheng-Sheng Hung, Director of Operations Ying-Sheng Hung, Director of PR Lei Lei.
 
       Chairman Hou Sheng-Mao, a long-time advocate for safe blood use and education, emphasized that working on the medical front lines and witnessing life-and-death moments made him acutely aware that a lack of blood supply can critically impact the healthcare system. Thus, the new book "The River Within" aims to rekindle public awareness of blood education. He pointed out that although Taiwan is known for its high blood donation rate, with an aging population and declining donations from younger generations, past achievements are not enough—we must confront the future challenges. Chairman Hou stressed that donating blood is not merely a good deed but a civic responsibility in modern society.


Chairman Hou emphasized that donating blood is not just a charitable act but a civic responsibility that every citizen in a modern society should understand and embrace.
 
       "Choosing to donate blood is also choosing responsibility." This book is not just a popular science publication—it is a heartfelt dialogue from a surgeon to the next generation. Chairman Hou hopes the book will help readers understand the structure, function, and logic behind blood use, turning the act of donating blood into a conscious and informed choice. The book also covers topics such as blood types and genetics, the immune system, disease prevention, and the safety mechanisms and technological advances behind the blood donation system—highlighting that donating blood is not just about saving lives, but also a tangible action anyone can take.
 
       President Chi-Hung Lin of NYCU encouraged young people to bravely roll up their sleeves and donate. Amid changes in societal structure, although blood supply may tighten, college students’ correct understanding of blood donation can become a crucial starting point. Commissioner Wei-Chung Kuo from the MOHW used oxygen levels as an example, noting that after the COVID-19 pandemic, the public became more aware of blood oxygen—carried by red blood cells. He emphasized that blood is as essential as breathing, and this book provides accurate knowledge. The MOHW has also been promoting life education, and "The River Within" represents an important aspect of this initiative.


President Chi-Hung Lin encouraged university students to join the ranks of blood donors.


Commissioner Wei-Chung Kuo from the MOHW affirmed that "The River Within" is a crucial resource for life education.
 
       Following their earlier collaboration on "The Blood Lesson for Young Minds", Parenting Magazine Brand Director Chia-Ying Lee expressed a deep sense of mission in co-producing "The River Within". Through the knowledge shared in the book, she encountered new perspectives and was pleasantly surprised by the insights gained. She hopes this collaboration helps deepen understanding of blood donation and instills these values in younger generations.


Parenting Magazine Brand Director Chia-Ying Lee expressed gratitude for the continued collaboration and emphasized the mission of rooting blood donation awareness in younger generations.
 
       The event also featured a talk by popular author Kelly from “Kelly in the Village.” She and her family have a long-standing habit of donating blood. After reading "The River Within", she gained new insights and found answers to many long-held questions. She shared that her mother and sister (a nurse) greatly influenced her donation habit. Her sister invited her to donate together, and she learned that when blood supply is low, some patients may face transfusion delays. Kelly happened to receive a blood donation reminder text message and, coincidentally, on World Blood Donor Day, said she would go donate right after the event.


Kelly shared that being able to donate blood and help others is a blessing and encouraged everyone to participate.
 
       Chairman Hou further encouraged the public: being eligible to donate means being healthy. During the pandemic, thanks to regular donors—our unsung heroes—the healthcare system could continue operating. Even if one cannot donate, they can encourage others, or show support with a thumbs-up to passing donors. Because of them, the medical system remains strong.
 
       The audience included a marathon runner who rushed to the event after finishing 40 km, a passionate teacher hoping to introduce a blood-themed class next semester, a donor who has contributed over 2,000 apheresis donations, and readers who had already purchased and studied the book ahead of the signing session. The Q&A was lively but limited by time. Many look forward to future events for deeper exchanges.


The book talk was hosted by Parenting Magazine’s Brand Director Chia-Ying Lee (right), with speaker Kelly (left) and Chairman Sheng-Mao Hou (center).
 
       "The River Within: A Journey into Blood" will be donated to 149 universities and 341 public libraries across Taiwan. President Chi-Hung Lin of NYCU accepted the donation on behalf of higher education institutions, praising the book’s practicality and expressing hope that more students will engage in blood donation through university events and develop lifelong donation habits.


The book will be distributed to all universities across Taiwan. Chairman Hou (left) presents the book to President Lin (right).
 
       Blood is the river of the body. Its flow symbolizes not just life, but also the connections within society. Only by starting at the source and helping the public truly understand the science of blood can we inspire a sincere commitment to giving. "The River Within" offers a clear and engaging “blood literacy roadmap,” transforming complex medical concepts into an accessible journey through illustrated content and expert columns. More importantly, the book aims to instill values of civic engagement in the younger generation, encouraging deeper concern for healthcare systems and social welfare.



       Today also marks World Blood Donor Day, with the WHO’s 2025 theme: "Give blood, give hope: together we save lives." In addition to thanking all donors, the event calls on the public to respond to the spirit of this day and join in saving lives through blood donation.


World Blood Donor Day 2025 Theme: "Give blood, give hope: together we save lives"
 
Official webpage for The River Within: A Journey into Blood: https://site.parenting.com.tw/topic/campaign_blood-1685


(Available on Books.com.tw and Parenting Magazine's online store.)