Organ and Tissue Donation
“ Make the Decision, Share Your Life!” Campaign

Background

In 2001, the Marketing and Creative Services Division of Health Canada led a country-wide Organ and Tissue Donation Awareness Campaign on behalf of the Biologics and Genetic Therapies Program (Health Canada), the Council on Organ and Tissue Transplantation and various other stakeholders.

Once again in 2002, the Marketing and Creative Services Division of Health Canada was approached to provide advice and leadership in the development and implementation of a national social marketing and communications strategy, designed to continue the progress made with the previous year's campaign. The marketing activities in 2002 were primarily focussed on Canadians who regard themselves as uncommited towards organ donor registration.

Strategies and Campaign Description

The social marketing campaign for 2002 differed slightly from 2001 in that the messaging was more focussed on the 45% of Canadians that, although are in support of organ and tissue donation, have not yet made the commitment to register. A new call to action was developed - consider donating; decide to donate; register by completing a donation card/form; inform your family of your wishes.

The major component of the 2002 Organ and Tissue Awareness campaign was a strategic alliance with the CanWest Global and TVA media groups. This alliance consisted of a multi-faceted approach, which was comprised of television advertising (10 and 15-sec closed-captioned ads featuring Donovan Bailey (for Global) and Guy Mongrain (for TVA)), print ( an 8-page newspaper supplement and magazine banner ads) and web (pop-up interstitials and banner ads). In addition, the ‘Candle Ad' used in the 2001 campaign was re-introduced with a new, more affirmative message, as a “teaser” to help bolster O&T awareness prior to National Organ and Tissue Awareness Week (April 22-27, 2002).

In addition to these activities, another strategic alliance was formed with Wal-Mart Canada. Organ and Tissue donation posters, pamphlets, green ribbons, and bookmarks were produced and placed in Wal-Mart stores across the country.

Positioning:

(ENG): Make the Decision, Share Your Life
(FRE): Prenez la décision, Partagez votre vie

Staged call to action:

1. Consider registering;
2. Make the decision to register;
3. Register - by signing an O&T registration form;
4. Inform your family of your wishes

Research, Monitoring and Evaluation

Health Canada commissioned Environics Research Group to conduct Public Opinion Research on the topics of organ and tissue donation entitled: Organ and Tissue Donation: Canadian Public Awareness, Knowledge and Attitudes (link directly to “Organ and Tissue Donations: Canadian Public Awareness, Knowledge and Attitudes” research summary in section 3.2.7). The report was completed in November 2001. Information gleaned from the results of the report have formed the basis of the Communications Strategy developed for the 2002 campaign.

In May of 2002, Health Canada commissioned Environics to conduct a post-campaign survey (link directly to “Organ and Tissue Donations: Awareness, Knowledge and Advertising Recall” research summary in section 3.2.7) to analyse and evaluate the tactics and activities of the 2002 awareness campaign. The most notable difference from the November survey was a nine point increase in recall of Organ and Tissue Donation materials (over 38%). As well, almost one half of Canadians recalled seeing at least one ad from the 2002 campaign, which is a very encouraging result.

Summary Information