9th Edition – August 2017

IntroductionWelcome to the 9th edition of Like Life. We hope you are all enjoying the holidays and have your plans in place for Organ Donation Week.

This edition will look at sharing our upcoming activities and of course give some insight into the plans for our Organ Donation Week campaign which runs from Monday 4th – Sunday 10th September 2017.

This bulletin isn’t just a forum for us to share what we’ve done and are planning. It’s very much an opportunity for all of you to share what you have done with others committed to promoting organ donation. So please send any stories or pictures from your promotional activity to marketing.comms@nhsbt.nhs.uk.

Best wishes,

The organ donation marketing and campaigns team, NHS Blood and Transplant

Organ Donation Marketing and Campaigns Bulletin

Like Life

Quick links Promotional plans for the year

Campaign update: Organ Donation Week

Promoting organ donation in hospitals

Digital Donor Card

Teaching Resources

Operation Donation

Post campaign update: Sign for Life

Hothouse Activity

Donating Sight

London Campaign

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Promotional plans for the yearEach year, NHS Blood and Transplant secures some budget from the UK health departments to spend on promoting organ donation. Whereas some of our money is spent on supporting UK wide activity (for example, governmental and commercial partnerships to drive ODR registrations, Organ Donation Week, and BAME and faith activity), we use money provided by the Department of Health in England to promote organ donation across England.

The Scottish, Welsh and Northern Ireland health departments also run their own campaigns in their own countries using funds from their own Governments.

We all work closely together, talk regularly and share ideas.

Over the last two years, as part of the Behaviour Change Strategy in England, we have run several pilots to encourage people to sign up as organ donors and to encourage families to talk about organ donation. We have evaluated these pilots, and this evaluation has helped inform our plans for 2017/18.

This year, across England we are focusing on:

• Building on our pilots to communicate via email a thank you to people registering for the first time on the ODR, and using this opportunity to encourage them to find out more about the process and of course have the all-important chat with their family

• Carrying out some investigative work to see if there is an appetite for a digital intervention that can be used to help people chat about organ donation. The discovery phase of this starts soon

• Building on research we have carried out into organ donation conversations – introducing tools and materials to help families talk about their organ donation wishes

• Delivering Organ Donation Week, encouraging hospitals, charities and individual supporters across the UK to use the week to trigger conversations about organ donation

• We have already developed our Promoting Donation Hub where campaigners can go to find stats, facts and key messages as well as assets and tips to help them promote organ donation

• Continuing to support the visible promotion of organ donation within hospitals

• Working with hospitals and organisations across London to promote organ donation – an ethnically diverse city where 1 in 5 people are on the transplant waiting list live

• Using social media advertising to encourage people to sign up as organ donors

• Developing new partnerships with Government organisations and life insurance companies to encourage people to register as organ donors

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

• Updating our organ donation teaching resources and working with the Welsh Government team to develop a pack in Welsh, using Welsh case studies

• Working with 15-17-year-olds to scope and develop a pilot initiative to encourage people within that age range to start conversations within their families about organ donation

• Continuing with actions within the Faith Action Plan, revising our faith and BAME materials, continuing with our Transplantation in Islam work, and developing content and stories that encourage black, Asian and minority ethnic communities to support organ donation.

Ceri Rose, Assistant Director of marketing at NHS Blood and Transplant, said: “This year we want to continue promoting organ donation as something that is normal, yet an important act that saves and transforms lives. Real stories are key to our work, as is the promotion of positive messages about the difference organ donors make. Everything everybody does, however big or small, to spread the word about organ donation, can contribute to saving lives.”

Organ Donation Week is nearly here!As you are very aware, throughout early September, hospitals, charities, supporters of organ donation and all of us at NHS Blood and Transplant are encouraging people to talk about organ donation with their families.

We’re reminding people that no matter what their age, Organ Donation Week is a great opportunity to chat with their family and let them know whether they want to donate their organs when they die. It doesn’t need to take long, it could be a quick natter after dinner or a Whatsapp, but it’s important that their decision is shared. A few words can make an extraordinary difference.

We’ll be issuing an embargoed press release to the media for Monday 4th September including some compelling stats around donation opportunities that were missed last year, we have some fantastic film content for our social media pages, digital assets for partners, hospitals and supporters and a Parliamentary event with Kidney Care UK on September 6th, along with lots of other exciting activity.

We are developing a short video which shows the story of Freddie (age five) and his brother Louie (age seven) and will tell the story of how grateful Louie is that he gets to spend time with his younger brother thanks to a liver and heart valve transplant. It would be great for you to share our video content with your friends, family and colleagues once it is released on our social pages during the week.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

We know you’re all ready for your events, thanks to everyone for placing their orders for materials nice and early. These have all been despatched and should be with you now. It’s unfortunately too late for any more orders to be sent but digital materials will be available via the Promoting Donation hub. For more information on how people can share their decision visit the website. Don’t worry that this page looks quite sparse at the moment – it’s being updated before Organ Donation Week.

We wish you all a fun and successful week, thanks for everything you do to promote organ donation. Do remember to follow our social accounts, and share our content so we reach as many people as we can this Organ Donation Week. Instagram Twitter Facebook And remember to send us your photos, stories and content for the next bulletin following Organ Donation Week!

Promoting organ donation in hospitalsMany hospitals work hard to promote organ donation within their Trusts and Health Boards to coincide with campaigns such as Organ Donation Week. We have been communicating regularly with you about ordering your materials and we’re pleased to say these have all been despatched. Digital assets will be available to download as it’s now too late to order promotional items for delivery before Organ Donation Week.

Additionally, we are introducing more permanent and visible messages about organ donation around hospitals and since January 2017 we have been working with hospitals in England, Wales and Northern Ireland on three pilots of promotional displays – lift wraps, wall-mounted displays and a family information booklet. We will be looking at the impact of these both upon public support for organ donation but also family consent rates in those hospitals.

Lift wrapsJudith Martin, specialist nurse at Sandwell and West Birmingham NHS Foundation Trust, came up with the idea of promoting organ donation on the doors of hospital lifts last year as part of Organ Donation Week. We were impressed with her idea and have funded the installation of similar wraps, such as the one seen here, in areas of high footfall, in around ten hospitals so far. The principal objective of the lift wraps is to promote organ and tissue donation to members of the public visiting the hospital and to encourage them to sign up to the NHS Organ Donor Register.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Wall-mounted displaysMany of our offices and laboratories use high quality wall-mounted displays to celebrate the work that we do. We would like to use similar displays in hospitals to tell inspirational stories about organ and tissue donation that are relevant to that hospital. To date, we have worked with around thirty Trusts and Health Boards to develop and fund such displays, like the one here from Airedale NHS Foundation Trust in West Yorkshire.

Our intention is that these wall-mounted displays are hung within or close to critical care units and hope

that providing a sensitive and inspirational reminder of the benefits of organ donation may lessen a family’s shock should it become an option that is presented to them and something that they may therefore be better prepared to support.

Family information bookletWe have worked with the Donor Family Network and donor families to develop a small hardback book that tells some inspirational stories about organ donation and transplantation. Our ambition is that this book is made available in ICU family areas to provide families of patients who are critically ill with some information about the benefits of organ and tissue donation.

We appreciate that families are all on their own individual journey. However, we hope that introducing this small book, called Giving the gift of life, that tells stories of organ donors and transplant recipients may help to show the comfort that organ donation can bring to families as well as show how transplants transform lives. It is important to note that the book has been approved by the Patient and Relative Committee of the Intensive Care Society as well as by the Council of the British Association of Critical Care Nurses.

The books have been distributed and ask that you talk to your clinical leads and senior nursing colleagues about placing them in ICU waiting areas. Teams in South Wales and the North West have been sent copies in both English and Welsh. We are also working on translating the resource into a few other commonly spoken languages – these will be made available as PDFs and we will let you know when they are ready.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Evaluating the impactIt’s important that we evaluate the impact of this project to justify the funding. So in the coming months we will:

• send out a survey to all specialist nurses to gather anecdotal feedback – we would really appreciate it if you could complete this

• monitor social media for comments about promotional initiatives within hospitals

• compare hospital consent rates at the end of 2017/18 to see if the hospitals with the picture wall mounts have seen an increase in consent compared to the previous year.

We know that several factors impact consent, but reviewing these areas will help us to identify whether more permanent promotion normalising organ donation in the hospital environment can positively impact on donation rates.

What next?Funds are limited and we are not able to support every donor hospital to the same degree. A schedule of the promotional materials available is provided below:

Material Availability

Generic promotional materials, including

• leaflets on organ and tissue donation in a variety of languages

• leaflet holders

• pens

• coasters

• Yes I donate lapel pins

• Yes I donate keyrings

• Promotional T shirts (for those manning stalls etc)

These are available to order from www.nhsbtleaflets.co.uk.

These are available free of charge to all teams and hospitals

Giving the gift of life – a family information booklet which has been sent to regional ODT teams to distribute to hospitals.

Template poster about how the hospital supports organ donation for installation near to the intensive care unit. This will be made available soon.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Material Availability

Wall-mounted displays of donor and recipient stories. These require donor families and recipients who are willing to tell their story, together with a suitable photo of high enough resolution to be enlarged to poster size. For further information, please email marketing.comms@nhsbt.nhs.uk who can guide you through the process and provide the order form.

NHSBT is able to fund the development and installation of wall-mounts and lift-wraps (2 lift doors/Trust or Health Board) in level 1 and 2 hospitals.

NHSBT will also help level 3 and 4 hospitals to develop and install these materials, but costs must be met locally, e.g. from Donation Committee funds.

Lift wraps. NHSBT can help with the design of lift wraps but needs the hospital itself to arrange installation through a local provider. For advice about lift wraps, email marketing.comms@nhsbt.nhs.uk

Other simple ideas for all hospitals to consider.

Work with your facilities team to:

• frame organ donation posters and put them up more permanently around your hospital in busy hospital corridors

• install leaflet holders near to your lifts around the hospital so when people are waiting for a lift they can pick up an organ donation leaflet.

If you have any questions about this initiative, please email marketing.comms@nhsbt.nhs.uk.

Digital Donor CardFollowing several requests and to help increase visibility of the Organ Donor Card, we have now made available a digital version of the Organ Donor Card which can be downloaded. Many people tell us they want to show their support by using it as a screensaver, lock screen or wallpaper and we are pleased to offer this which can now be downloaded from the organ donation website.

We only send donor cards to those people who register for the very first time, and the team fulfils thousands of requests each year from people who have lost their donor card. We hope that by offering this digital version we will be able to provide an instant and low cost alternative. The card can be printed off too and put on the fridge to help those all-important discussions.

Our recent research has shown that many people don’t see the donor card anymore. We hope the digital card will help with visibility and give people a prompt to talk to their families, and help enable our approach to donor families, if they have seen that their loved one had this or shared it online.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Teaching ResourcesIn November 2015, working with a group of teachers, we created a suite of downloadable teaching resources to equip secondary school teachers with the knowledge to educate 11 to 16-year-olds (key stage 3 and 4) about organ donation, empowering them to discuss the topic with their friends and family.

Co-created and designed with teachers, the resources have received positive feedback from teachers, and have to-date achieved over 10,000 downloads from the website and YouTube channel combined.

The resources consist of three lesson plans and a condensed summary lesson, linking to the Personal Social and Health Education (PSHE) and Science subjects in the National Curriculum.

We have recently updated the resources to include tissue donation, specifically referring to the donation of sight and explicit messaging to emphasise the importance of discussing organ and tissue donation with friends and family.

We also feature the case studies of young people from four different perspectives and experiences of organ and tissue donation (a donor family, two young male recipients and a young woman who is currently on the waiting list).

From September, the teaching resources will be available to download from the Promoting Donation Hub. We have redesigned the webpage to make it more user friendly and visually appealing. We will be looking to promote the resources via a variety of low cost channels targeting secondary school teachers using mainstream consumer and education media, stakeholder engagement and social media posts.

We have also produced a template letter which will be available to download from September for campaigners to send to schools in their area to encourage them to incorporate the teaching resources in their classrooms.

Please help us to encourage teachers to use these resources in their lesson planning by sending the template letter to schools in your local area.

We are working with our colleagues in Wales to produce a Welsh version of the condensed lesson summary with Welsh case studies which will also be available shortly.

If you have any ideas or contacts with schools to help promote the resources more widely it would be great if you could get in touch with us via email marketing.comms@nhsbt.nhs.uk.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Operation DonationThe interactive stand is a fantastic way to engage with the public, educate and raise awareness of the importance of organ donation and ultimately encourage people to sign up to the NHS Organ Donor Register.

This year we have had some particularly successful events, thank you to all those who have supported or arranged them.

Operation Donation is available to all Organ Donation Committees for use at high footfall events where at least 150 registrations could be achieved. An event manager would be provided to arrange set up and pack down plus smooth running of the game and event throughout the day. Volunteers will be required to support the event. Having people at the event with personal experience of organ donation is essential in making the event a success. Whether this be Specialist Nurses or clinical staff with expert knowledge who can answer questions and overcome any doubts or worries people may have, or donor families or recipients who can talk about donation on a personal level. We also recommend a diverse group of volunteers, particularly in ethnically diverse areas.

How to request:

If you would like to request Operation Donation for an event, please email marketing.comms@nhsbt.nhs.uk to request a booking form. Each request will be individually assessed to ensure the event is suitable for the stand and that the event is likely to generate the required number of registrations to balance the financial investment.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Sign for Life – a third successful yearOur Sign for Life campaign ran from 24th March – 9th April; a campaign that sees us partner with sports clubs (particularly football and rugby league clubs) to encourage their supporters to sign up as organ donors. A total of 52 clubs and football associations supported, (a healthy increase of 15 more than last year), promoting organ donation to their fans on their own communications channels.

During the campaign, we posted several videos of 12-year-old transplant recipient Matthew Pietrzyk interviewing well-known football players, including Cardiff City’s Rickie Lambert and QPR’s Matt Smith as well as football pundit Jimmy Bullard, also known for his appearance in ITV’s ‘I’m a Celebrity’. The videos helped to draw attention to organ donation and were viewed over 117,000 times. To watch go to – https://www.organdonation.nhs.uk//news-and-campaigns/sign-for-life/

Our campaign content on social media reached 4.2m people, generating almost 60,000 social actions and 10 million impressions. The campaign was well supported by the media, with 32 pieces of local media coverage about clubs’ support for the campaign. Website visits increased by 11% during Sign for Life and there were around 1000 sign ups to the Organ Donor Register which were tracked online.

In our attitudinal survey carried out in April, one in ten adults in England said that they recognised campaign materials relating to Sign for Life.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Cricket Sign for LifeAs a follow-up to the Sign for Life campaign in the Spring, we ran a short campaign in June aimed at cricket fans from black and Asian communities, to coincide with the ICC Trophy being held in the UK.

Several high-profile cricketers supported with videos which were posted on social media, including Ravi Bopara, Kumar Sangakarra, Alastair Cook and Ronnie Irani. We also produced a video with cricketing star Monty Panesar, who met a double kidney recipient and his family from Leeds. To date the video has received over 83,000 views and you can watch it here: https://youtube/hs1bSmfZm5w

Several news outlets shared the video online including the Sikh Channel and The Cricketer Magazine.

Hothouse Activity 2017What is hothouse activity?Hot housing is intensive, targeted marketing activity to drive registrations and conversations amongst our target audiences. The long term aim of the hothouse activity is to develop a sustainable approach to local promotion to drive behaviour change in the chosen towns and cities with a view to replicating this across a broader region.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Where did the activity take place?North: Manchester, Salford and Rotherham

Midlands: Burton, Derby, Leicester and Nottingham

The Hothouse areas were chosen due to their low numbers on the NHS Organ Donor Register versus UK average and/or high potential donor numbers along with their combined ability to address the main audiences; over 50s, the financially hard-pressed and black, Asian and minority ethnic groups.

What activity did we deliver?The campaign creative aimed to motivate and inspire people to join the NHS Organ Donor Register by showing that organ donors do save lives. The campaign features real people from the local area whose lives have been saved thanks to organ donation, it included:

• Road side, phone box and bus poster advertising in Manchester and Salford

• Radio advertising across the North West and the East Midlands

• Facebook advertising across all hothouse areas

• Operation Donation events in Manchester, Sheffield, Derby and Nottingham

• Partnership engagement

• Media engagement

• Hospital support.

What next?• A full evaluation of the activity will be circulated in due course following analysis of the

registration data. All registration data goes through a validation process resulting in a delay to reporting following some activity

• The paid-for element of the activity has now come to an end; however it is important that together we continue to engage with the local community and promote organ donation. For example; Nottingham University Hospital secured advertising at the hospital tram stop. If there are any opportunities to promote organ donation within or around hospitals, please contact marketing.comms@nhsbt.nhs.uk

• Likewise, if you have any donor families or transplant recipients who wish to share their stories, please share them with us

• London campaign – We plan to run a campaign across London later this year and have started planning for this with snods, clods and chairs to discuss the plans. See article on page 14.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Donating SightOver 5,000 corneas were donated to NHS Blood and Transplant eye banks in 2016/17. This represents an almost 5% increase on 2015, though a shortage of donors remains. We need 70 eye donors per week to meet patient demand and help provide sight-saving grafts.

The national shortage of donations means patients around the country can wait several months for a transplant. One recipient whose life has been transformed already is Nicole Alvey, a 29-year-old teacher from Lincolnshire:

“I keep telling everyone about my incredible surgery. I can’t believe how my life has changed and the black cloud above me has disappeared. I have my donor in my thoughts each day. Cornea donation has enabled me to live my life to the full, work, and see my daughter grow-up.”

Ali Cooper, 56, agreed to donate her husband Nigel’s corneas after he died aged 38 from a heart attack during rugby training.

Ali, who now works in workforce development for NHS Blood and Transplant, said: “I had two letters to say the corneas had been used and that two people had their sight back. Nurses can worry about asking about donation because of what you have been through. But the worst thing has just happened, nothing can make it worse. To be able to donate was actually a positive from a tragic situation for my family.”

Almost anyone can donate their sight. Even if patients can’t donate their organs, they could transform lives through the gift of sight. Age or medical conditions are not necessarily a barrier to donation.

Corneas must be retrieved within 24 hours of death and must be prepared within 24 hours of retrieval. Most corneas are despatched for transplant within two weeks of being prepared. Unlike donated organs, corneas are not matched by blood group or tissue type.

We are currently updating the Eye Donation leaflet as well as developing other printed materials and digital assets to help to raise awareness of cornea donation. These will all be ready for World Sight Day on the 12th October and available on the Promoting Donation Hub. Please help us to raise awareness of cornea donation on World Sight Day but also on an ongoing basis. There will be lots of posts on our social media pages on the 12th October, please encourage your Hospital Communications Teams to support by sharing these.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

London campaign to promote organ donationThe Organ Donation Marketing team is planning a campaign to promote organ donation across London but we need your help to ensure it’s a success.

The main aim of the London campaign is to get Londoners talking about organ donation – if more families knew their loved one’s wishes, more families would agree to donate.

This year’s plans include a campaign in the capital for a number of reasons. It is the most diverse city in England and there is a need to drive up donation rates amongst black, Asian and minority ethnic communities, it has a lower percentage of the population on the NHS Organ Donor Register compared to the UK average, has high potential donor numbers and lower than average consent rates.

The activity will include:

• Paid for advertising

• Partner and stakeholder engagement to amplify the campaign

• Media & PR support

• Experiential events

• Creation of a toolkit of digital assets people can use to spread the word.

How we need your support:• Driving up awareness of organ donation in hospitals closer to the decision making process –

by encouraging level 1 and 2 hospitals to install lift wraps and donor story wall mounts in the hospital and by making available the ‘Giving the Gift of Life’ booklet in family waiting areas in all London hospitals

• Helping to spread the word among NHS employees and in local communities – by encouraging hospital Comms Teams to get on board to support the campaign by sharing the campaign assets on their internal and external communication channels

• Helping us show the reality of organ donation and transplantation – the success of campaigns such as this rely on real people being willing to share their story. Please put us in touch with donor families and / or recipients that you think would like to get involved with the campaign

• By holding events in your area or sharing any key contacts that could support the campaign? Please do share any ideas with us.

We are still in the initial planning stages and dates are still to be confirmed, but we will keep those Organ Donation Committees in London up to date with how the plans are developing.

Like Life – Organ Donation Marketing and Campaigns Bulletin • 9th Edition

Get in touch and who’s who: Please get in touch with us to let us know about any activity that is taking place in your area. Any information received from you, or the Communications leads in your hospitals will help us work more closely together and share the great work that is being done to promote organ donation.

For further information relating to this bulletin or if you have anything to contribute to the next bulletin please contact marketing.comms@nhsbt.nhs.uk

The members of the national Organ Donation Marketing team are listed below.

Andrea Ttofa Head of Organ Donation Marketing

Sarah Hanner Hopwood Marketing and Campaigns Manager

Holly Mason Marketing and Campaigns Manager

Caroline Rodaway Senior Marketing and Campaigns Officer

Jennifer Hobbs Senior Marketing and Campaigns Officer

Neil Simms Senior Marketing and Campaigns Officer