Each year, Global Ethics Day invites people and institutions worldwide to pause and ask one vital question: Are we living and leading ethically?

That question isn’t abstract for the South African National Blood Service (SANBS); it’s lived every day.

Every unit of blood, every donor interaction and every decision made in the organisation is guided by a deep moral compass that places human life at the centre.

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The 2025 Global Ethics Day theme, ‘Ethics Re-envisioned’, resonates deeply with the SANBS.

Ethics can no longer be viewed as static rules in a world reshaped by technology, pandemics, inequality and misinformation. It is a living practice requiring honesty, transparency and accountability.

What re-envisioning ethics means for the SANBS:
• Ensuring equitable access to safe blood, regardless of geography, race or social standing;
• Treating every donor and patient with dignity and respect;
• Upholding transparency and accountability in every process, from when blood is donated to when it reaches a patient in need;
• Leading with compassion, because every ethical decision ultimately serves one purpose: Saving lives.

It’s a question the SANBS often faces, and one that reveals the ethical complexity of public service in today’s climate. Many South Africans, facing economic hardship, ask: “If donors give blood for free, why does the SANBS charge hospitals?”

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The answer lies in understanding the journey of blood. Once donated, blood undergoes a rigorous and costly process to ensure it is safe and viable, including testing for infectious diseases, proper storage, temperature control and secure transportation across thousands of kilometres. So yes, it is not free but not for sale.

As an NPO, the SANBS does not sell blood. It recovers only the cost of this life-saving process. Every rand goes back into maintaining a system that allows hospitals, public and private, to have access to safe, reliable blood. That’s not profit; that’s public health stewardship.

At the SANBS, ethics are not confined to boardroom discussions or annual campaigns. They live in small, daily actions:

• A nurse comforting a nervous first-time donor;
• A driver ensures delivery meeting timelines so a transfusion can happen in time;
• A lab technician double-checks results because accuracy is key to a healthy outcome.

These choices, often unseen, represent the real ethical backbone of the SANBS.

As CEO, Ravi Reddy reminds us, “Ethics aren’t about what you say, they are about the choices you make when no one is watching. Every decision at the SANBS connects back to someone’s life, making the ethical path the only one.”Trust is the currency of ethics.

The SANBS continually works to earn that trust by being open about its processes and ensuring donors and communities are part of the conversation.

Its THREAD values – Transparency, Honesty, Respect, Equity, Accountability and Diversity – aren’t mere slogans; they are the foundation of how the SANBS operates.

“As communicators, our responsibility is to bridge understanding to ensure every South African knows that ethics are not an abstract concept at the SANBS; they are practised daily.

“When people see the heart behind the process, they trust not just the system, but the humanity within it,” said Sifiso Khoza, the SANBS communications manager.

The NPO has also launched an educational platform, the Ok, Let’s Talk: #BloodMatters podcast, to deepen public understanding and rebuild trust where doubt exists.

The first episode, released on October 15, fittingly titled Are We Ethical?, unpacked the myths, questions and debates surrounding ethics in blood donation.

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Hosted by Lulama Qabaka with guest Ravi Reddy, the episode took listeners behind the scenes, discussing everything from leadership ethics to the moral questions around unpaid donors.

It was a candid, humorous and insightful conversation that invited South Africans to think critically about ethics, fairness and giving.

In celebrating Global Ethics Day, the SANBS reaffirms its commitment to ethical excellence and compassionate service. Its vision extends beyond blood; it’s about building a society where integrity, empathy and shared humanity guide our actions.

As Reddy puts it, “Blood donation is one of the purest acts of ethics, giving something of yourself for someone you will never meet. That’s humanity at its best.”

This year, as we reflect on ethics globally and locally, the SANBS reminds every South African that ethics are not about perfection; they are about intention. It is about showing up, doing good and doing it honestly.

So, roll up your sleeves this Global Ethics Day, not just to donate blood, but to live, lead and give ethically.