WPFL Diversity Challenge

Commitment

To raise organ and tissue donation awareness, dispel myths, and increase Ohio Donor Registry enrollments within the African American community, Life Connection of Ohio’s Dayton Regional Office partnered with local urban media outlets to create a campaign to begin the last week of July and run the entire month of August.

The beginning• Working with Radio One to co sponsor 2 NMDAD events:

Russ Parr Back to School Tour and free Jazz/R&B concert• Contacted by reporter from Dayton Daily News - friend had received

a kidney transplant - needed a few quotes/stats from OPO• July 1 Headline:

Newsman’s big story is his own kidney transplant

Don Black, owner and publisher of the Dayton Weekly News, the newspaper serving Dayton's African American community for more than 30 years. The living donor was his son Donerik Black.

The Collaboration

Radio

• Link to Ohio Donor Registry from station websites• Russ Parr Back to school tour-500 attendees • Free outdoor Jazz R&B concert- 6000 attendees• 2 :60 ads featuring Donerik Black promoting donation

and events• Added Value PSA’s given by station ran 4 weeks• WDHT listeners: 68,300 WROU listeners: 50,500• Radio interview Sunday am talk show

WROU 2800 listeners

WDHT 2100 listeners

Print

•Weekly feature article on donation/transplantation •¼ page ads •18,000 Weekly subscribers•4,000 additional sold at retail outlets•Average 2.5 readers per paid newspaper

WPFL Diversity Challenge

What we learned

• National Ad Campaign research results were reflected in our community

• Local newsman and son’s story created a buzz• Other opportunities became available through the radio

ads• The campaign inspired individuals to join our newly

formed AA Task Force• Local African American community needs ongoing

information presented by recognized and trusted members of their community

• Onsite donor drives did not achieve the results we had hoped HOWEVER…

Urban ODR Enrollment

0

5

10

15

20

25

30

35

40

45

June July August

5765

5751

5758

ODR Enrollment Increases

August 2006 compared to June 2006Site 5751: 16.6% Site 5758: 17.4%Site 5765: 2.3%

August 2006 compared to August 2005Site 5751: 34.6% Site 5758: 2.8%Site 5765: 3.4%

Next Steps

• Continue partnership with Radio One• Further outreach through Dayton Weekly News• Invite both to join 100 Million ADD • Seek ongoing support from task force members

to identify new avenues and champions in the community