Page | 157 Blood Donation in a Multicultural Australia - Complexities of Cultural Misunderstanding and Intergenerational Conflict for African Communities Michael Jay Polonsky , Dr. André M.N. Renzaho*, Neil Waters** & Dr. Zoe McQuilten** School of Management and Marketing Deakin University 70 Elgar Road Burwood VIC 3125 Australia. Phone:+61 3 92446968 International: +61 3 92517083 Email: Michael.Polonsky@deakin.edu.au *WHO Collaborating Centre for Obesity Prevention and Related Research and Training Public Health Research Evaluation and Policy Cluster School of Psychology Faculty of Health, Medicine, Nursing and Behavioural Sciences Deakin University, 221 Burwood Highway, Burwood 3125 Email: andre.renzaho@deakin.edu.au Phone: + 61 3 92517772 Fax: + 61 3 9244 6624 **Australian Red Cross Blood Service PO Box 354 I South Melbourne I VICTORIA I 3205 P: +61 3 9694 0128 I F: +61 3 9694 0108 Email: NWaters@arcbs.redcross.org.au Email: ZMcQuilten@arcbs.redcross.org.au