I go with option 2
My thoughts
Let me start with an example : DD channels spread AIDS awareness because they know that with adults being made aware of AIDs even the children come to know about it. By the time these children become adults all their doubts regarding AIDs are cleared and thus there is no need to make them aware after they are adults
Similary we can do for blood donation. When awareness is started among children by the time they are at the right age for donation they will be knowing all the facts regarding blood donation. They will be knowing the necessity of blood donation as well as the total process.. They will also be regular donors.
Also it is easier to make children understand than make adults understand because adults think they know everything and also adults think they can make their own decisions. But childern are ready to listen to anything and anyone