DIGICEL Fiji celebrated its fourth birthday with a difference yesterday.
While promoting good sportsmanship and health in Fiji, the company teamed up with the Fiji National Blood Services to address the shortage of blood at the country's blood banks.
Digicel chief operating officer Maurice McCarthy said they wanted to make a difference this year by giving back to the community.
"We're elated to be part of this worthy cause," he said. "I feel our fourth birthday is an ideal time to organise a blood drive."
Mr McCarthy said they were happy with the Ministry of Health initiative to help those in need of the "gift of life".
Blood services assistant Alumeci Naulivou said they targeted 30 pints of blood from the drive. "There was a good turnout from the staff to help needy people out there," said Ms Naulivou.
She said every 2.5 seconds a person needed blood, however, less than five per cent of the population donated blood.