Post on 27-May-2015
description
“Share Life Campaign”
What’s the key fact?
• Organ transplantation is a life saving medical procedure, yet its association with the healthcare system is a turn off to minorities, obscuring how meaningful it is to become a donor.
What’s that marketing problem?
• More emphasis needs to be placed on the part of the decision-making process that involves family discussion which is the best way to bring this charitable act to life.
What’s the reality of it?
• For every organ donor, up to 50 organs and tissues can be transplanted into others.
• African Americans make up 12% of the population but account for 30% of people with kidney failure.
How do people view it?
• Organ distribution is unfair.• Death is an uncomfortable topic.• Physicians will not promote a person’s best
interest in end-of-life care.• The health care system mistreats the
underprivileged.
What’s our competition?
• Consumer misconceptions Threatens the success
of organ donation• Rumors
Negatively influences a person’s decision to donate
Face to FaceDialogue
can create atrickledown
of positiveinformation.
Who are we targeting?
• CCNY students aged 18-24• Living in NYC or surrounding
boroughs• Lives with family
or roommates
Our target audience should…
• Be open minded• Have strong family ties• Have a sense of pride
We want our target audience to…
How will they benefit?
• Pride in an important
decision which they can share
with their family.
Support.
• Organ donation gives a sense of pride.
• Pride brings connection and acceptance.
• People need love, support, acceptance, and esteem.
• Organ donors validate these needs.
To family oriented CCNYstudents, organ donation is the
charitable act that invokesa sense of pride becauseit bonds them to family
and community.
Our Style
• Conversational• Relaxed• Lighthearted• Uplifting
What’s the main point?
Promote organ donation as a life affirming decision
that should be shared with family.
How will we do this?
• Encourage students to talk to family
• Spread the word to others• Promote a long term
connection with organ donation
Share Life CampaignExecution
What’s the big idea?
• No pressure into registering.• Explain how important it is to talk to
students’ families.• Sharing this information can influence
friends, family, and the community.
Share What’s Important. Share Life.
Public Relations
Advertising
Print Ad Placement
Alternative Media
Turnstiles CCNY Cafeteria Entrance
• Strategically placed on specific boards that would generate the most traffic to the event
Blackboard Postings
CCNY Cafeteria Lunch Trays
Promotional Event
Auntie Ruth’s Pie Eating contest and Share Life event.
• Family Oriented• Picnic style & activities
• Promoting conversation aboutorgan donation
• Handed out on campus 1 week previous to event.
• Purpose: Promote Auntie Ruth’s Pie Eating Contest.
Share Life Event Flyer
How can we measure our success?
Share Life Board
Sign-in Book
Our Recommendations
• Email follow up• Facebook messages• Follow up event in 3 months• Create interactive website
Thank you!