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:
- Consider registering;
- Make the decision to register;
- Register - by signing an O&T registration form;
- 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
Social Marketing Objectives |
To communicate the importance of organ donor registration
and to entice the 45% of undecided Canadians to register |
Target Audience(s) |
Primary
The “Undecided Donor” (45% of Canadians)
Demographics: Fairly representative of the population as a whole.
Higher than average representation of men (18-34 yrs and 65+)
Secondary
General Population |
Key messages |
(ENG): Make the Decision, Share Your Life
(FRE): Prenez la décision, Partagez votre vie
Staged call to action:
- Consider registering;
- Make the decision to register;
- Register - by signing an O&T registration form;
- Inform your family of your wishes
|
Tactics |
Tactical plan for 2002 included:
- Banner and pop-up advertisements on www.canada.com (English)
and www.canoe.qc.ca (French).
- 8-page newspaper supplement appeared in 1.7 million
households across Canada
- Promotion of National Organ and Tissue Awareness week
on selected TVA programs
- Re-release of 30-second “Candle” TV Advertisement
- 10 and 15-second Public Service Announcements with Donovan
Bailey (Canwest) and Guy Mongrain (TVA)
- Posters, Pamphlets, Bookmarks, and Green Ribbons produced
and distributed in Wal-Mart stores across Canada.
|
Strategic alliances |
- CanWest Global (English Media
- Groupe TVA (French Media)
- Wal-Mart Canada (Distribution)
|
Timing |
March 18, 2002 leading up to National Organ and Tissue Awareness
Week, April 21-28, 2002. |
Contact |
For more information on this particular campaign, please
email info@hc-sc.gc.ca and we will do our best to answer
your inquiry in a timely manner. |
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