Around 120,000 taxi passengers in Shanghai have registered to become blood donors in the past two years thanks to an awareness campaign, according to the company behind the initiative.

Touchmedia, an in-taxi media firm, has been working with the city's medical authorities to promote public education and encourage people to give blood.

Interactive screens enable passengers to learn about the subject and volunteer to become a donor.

The latest figures from Touchmedia show that nearly 80 percent of passengers learned about the city's blood donor system and participated in it by interacting with the taxi screens.

More than 40 percent said celebrities who give blood impress them most, and 70 percent said if celebrities give blood they will donate as well.

Nearly 40 percent said they realize they have a responsibility and duty to help the community, according to the report.

"This campaign can continue to increase the level of blood donations," said Micky Fung, founder and executive chairman of Touchmedia. "We hope more and more citizens support our campaign."