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A strategy to create a revolution in Public Behaviour in Organ Donation TSS Forum

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A strategy to create a revolution in Public Behaviour in Organ Donation TSS Forum 30th July 2014 Ceri Rose Assistant Director Marketing and Digital – PowerPoint PPT presentation

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Title: A strategy to create a revolution in Public Behaviour in Organ Donation TSS Forum


1
A strategy to create a revolution in Public
Behaviour in Organ DonationTSS Forum 30th
July 2014Ceri Rose Assistant Director
Marketing and Digital
2
The challenge
  • 2020 strategy Outcome 1
  • increase consent/authorisation rates to over 80
  • Little improvement since 2008

3
The approach
  • Research
  • Understanding current attitudes and behaviours

4
Organ donation not a topic which many have been
exposed to
  • Perception that it is the exception rather than
    the norm

Organ donation is not discussed
Few have first hand experience
  • Only 50 have ever spoken to anyone about organ
    donation
  • 1/3 say its never come up in conversation
  • Many are uncomfortable confronting upsetting
    emotions around their own mortality
  • Death is considered too personal and too
    sensitive in conversations
  • Few are aware of wishes of those closest to them
  • Seen as not in the public eye in comparison to
    other health campaigns
  • Lack of first hand experience of organ donation
    (process/ giving consent)
  • Top of mind association is living donation

NHSBT Organ Donation 2013 July 2013
CONFIDENTIAL
4
Q14. Have you ever talked with anyone about organ
donation? Base All Nat Rep (1007)
5
Religion influences BME support for organ
donation
  • But understanding of official standpoint of
    religion is fairly limited

While 80 of BME sample are religious Only 13
said that they thought organ donation was against
their religion / the teachings of their faith
Religious profile of those who think donation is
against their religion/ faith
Qualitatively, most Hindus and Sikhs view
donation positively it is perceived to be
another form of charity and most believe the body
isnt needed after life
QD11. What is your religion? / Q03b2. Which of
the following apply to you when thinking about
whether you would consider donating your organs
after death? Base BME Boost(542)
NHSBT Organ Donation 2013 July 2013
CONFIDENTIAL
5
6
The power of prior discussion cannot be
underestimated
  • 3 in 10 unable to agree outright if they have
    never spoken about the deceaseds wishes

Q23a/b/ Q26a/b. Below are some situations where
people have had to make difficult decisions.
Please read through each of them and say whether
you think you would agree or not if you were in
that situation yourself. Base All Nat Rep (1007)
NHSBT Organ Donation 2013 July 2013
CONFIDENTIAL
6
7
Most barriers are consistent between those who
refuse and those who are unsure
  • But anticipated feelings of guilt are more common
    if unable to agree

Top barriers to agreeing without prior verbal or
ODR consent
Become unable to agree without consent (30)
Become unsure without consent (29)
We've never spoken about it so I dont know what their wishes would be 37
I wouldnt want to go against their wishes in case they didnt want to be an organ donor 36
I couldnt make that decision by myself 31
I dont have the right to make that decision for someone else 29
If they had a strong opinion they would have spoken to me about it 16
I might feel differently depending on who the person is 15
If they had a strong opinion they would have signed up to the register 14
We've never spoken about it so I dont know what their wishes would be 45
I dont have the right to make that decision for someone else 42
I wouldnt want to go against their wishes in case they didnt want to be an organ donor 42
If they had a strong opinion they would have signed up to the register 31
I couldnt make that decision by myself 30
If they had a strong opinion they would have spoken to me about it 27
I would feel guilty about agreeing 16
Q28c. You said that you wouldnt agree / youre
not sure if you would agree to your family
member/ close friends organs being donated if
they hadnt signed up to the NHS ODR and you
hadnt personally discussed their wishes. Why
might you not agree? Base Nat Rep Become unsure
without consent (308), Become unable to agree
without consent (278)
NHSBT Organ Donation 2013 July 2013
CONFIDENTIAL
7
8
The approach
  • Research
  • Understanding current attitudes and behaviours
  • Understanding what we need to do

9
Join versus donate
  • Age Gen pop. vs ODR vs donors (2012 2013)

Those on the ODR differ demographically to those
who are called on to donate
Source NHSBT/ODR
10
Learnings from others
11
DVLA and messaging
  • Reciprocal altruism still the best performing
    message
  • Loss aversion more powerful than hope
  • Social norming disappointing

12
The approach
  • Research
  • Understanding current attitudes and behaviours
  • Understanding what we need to do
  • The strategy a direction of travel

http//www.nhsbt.nhs.uk/to2020/about-the-strategy/
changing-behaviour/
13
The strategy
  • Three objectives
  • To increase the number of people on the ODR by at
    least 50 by 2020 (from a baseline of 20m in
    2014), rebalancing it towards people who are
    older (50) and from DE socio-economic groups
  • To stimulate conversations and debate about
    donation, particularly through leveraging the ODR
    as a marketing tool
  • To present donation as a benefit to families in
    end-of-life and grieving process
  • Framework of 20 specific actions

14
The mission
  • Families consent to Organ Donation on behalf of
    their loved ones

Do Register their wishes And talk about their
decision
Behaviour Change
Think Organ donation is normal
Feel Pride in saving lives
15
Strategic shifts
  • Conversation and debate
  • Educating families
  • Local and targeted
  • Normalising donation
  • Understanding the impact of all interventions

Existing UK Wide activity Apply strategic shifts
Proposed new activity Robust trials
16
Campaign plan gt UK-wide activity
  • Existing and funded activity
  • Digital websites, social media,
  • Content strategy addressing motivations and
    barriers
  • National partnerships
  • Faith Action Plan
  • National Transplant week
  • Materials - leaflets, banners, stands,
    promotional items
  • Donor card to first time registrants (85k per
    month)

17
1. Digital
  • 100k visits a month and growing
  • 30 conversion rate, varies by referrer DVLA
    (60) / Google (20)
  • 30 of total visits on a mobile not responsive
  • Another 4 sites and microsites
  • Organically grown Organ Donation social media
    presence
  • 110k Facebook likes and 13k twitter followers

We must focus on improving our core service Then,
write better content that meets the needs of
other users, rationalise the websites into
one Validate and capture data
18
2. Content strategy
Like
Feel Relationship building content. Community
spirit. Pride to be part of a life saving team
Trust
Care
Team
Advocate
Volunteer
Commitment
Conversation
Awareness
Register
Consent
Re-affirm Conversation
Consideration
Think If I needed a transplant would I take it?
Donation is a normal thing to do.
Do Sign up, and complete donation Create a
service so good people want to use it
Our current focus is on the behavioural
interventions up to here, but we need to refine
and go further into conversion funnel
19
3. National Partnerships
Government Prompted Choice TFL HM Passport
services National Citizens service Health EHIC /
NHS Pensions Electoral Commission HMRC
Under-represented groups Premier League /
FA vInspired - Festivals Muslim Council Weight
Management HOME / Place for People ECB Hindu
Council Co-operative SAGA Post Office
Existing hero Boots NHS Choices WI GP Prompted
Choice
Technology / Products Vodaphone Health apps
Do Sign up to the register Tell your family and
friends
Think Donation is a normal thing to do.
Feel Pride to be part of a life saving team
20
Campaign plan gt UK-wide activity
  • Existing and funded activity
  • 4. Faith Action Plan
  • 5. National Transplant week
  • 6. Materials - leaflets, banners, stands,
    promotional items
  • 7. Donor card to first time registrants (85k per
    month)

21
Campaign plan trial approach
  • Areas of activity
  • Current level as a baseline
  • Isolated, one intervention only Dec
  • Hot house, all interventions Jan onwards

22
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23
Campaign plan new activity
  • Developing a relationship management programme
  • Trialling re-carding re-registrants supporting
    new channels
  • Targeted acquisition of new registrants
  • Targeted digital media
  • Expanded use of the organ donation card
  • Local partnerships
  • Education materials

24
Campaign plan March onwards
  • Religious text on organ donor card
  • Donor card equivalents apps
  • Order of St John Award national ceremony
  • Donor cards for re-registrants

25
Proposed evaluation framework
  • Quarterly and by DBD/DCD
  • Consent rate
  • Referral rate
  • Approach with SNOD
  • on the ODR
  • Family interest rate (from PDA)

Example
26
Funding
  • Reduced campaign spend to fund increased
    operational activity
  • 800k for UK wide activity
  • National approach to campaigning, 2014/15 budgets
  • England - 500k 0.01 pp (proposed)
  • Northern Ireland - 250k 0.14 pp
  • Scotland - 250k 0.05 pp
  • Wales - 808k 0.26 pp
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