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Countdown to organ donation changes in Wales.

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Title: Countdown to organ donation changes in Wales.


1
Cyfrir dyddiau cyn newid y drefn rhoi
organauyng Nghymru.
Countdown to organ donationchanges in Wales.
2
Whos Who The Agencies
  • Cambrensis Communications PR Media
  • Golley Slater Advertising Creative
  • Coup Media Digital Social Media
  • Cognition Associates BME and Faith Engagement

3
The New Law
  • To increase the consent rates for organ donation,
    by creating a culture in Wales where organ
    donation becomes the norm.

Role of the Communications
  • To inform people of Wales the legislation is
    changing and why
  • Explain the options under the new legislation and
    signpost opportunities on how to register an
    opt-in or opt-out decision should people wish to
    do so
  • Encourage clarification of organ donation
    decisions and to share these decisions with
    family and friends

4
Communicating with the public
  • Communications being undertaken on two levels
  • Mass media
  • Specific engagement work with hard to reach
    groups or those who may have additional needs
  • People will be given plenty of time to decide
    whether or not to register an express wish and be
    encouraged to talk to their families

5
Campaign Theme
  • ITS ABOUT TIME
  • Inspired by the fact that 36 people in Wales died
    last year whilst waiting for an organ donation.
  • Reflects the fact that peoples lives are
    on-a-clock, and the threat of time running out
    remains constant until a donor is found.
  • Its now TIME to change the way we become organ
    donors in Wales

6
Campaign Theme
Flexible messaging throughout the next 18 months
Phase 1 Dec 2013 March. Time to Think about
Organ Donation Phase 2 April 2014 Dec 2014.
Time to Talk about Organ Donation Phase 3 Jan
2015 May 2015. Itll Soon be Time to be Clear
on Organ Donation Phase 4 June 2015 Dec 2015.
Time to Choose about Organ Donation Phase 5
Dec 2015 Onwards. Theres Always Time to be
Clear
7
Messaging matrix
TARGET AUDIENCE PHASE ONE PHASE TWO PHASE THREE PHASE FOUR PHASE FIVE
  JAN MAR 2014 APR-DEC 2014 JAN- MAY 2015 JUN NOV 2015 DEC- MAR 2016
  FACTS CONVERSATION ITS COMING CHOICE CHOICE
MASS MARKET ITS TIME TO THINK ABOUT ORGAN DONATION   1ST DECEMBER 2015 THE TIME WHEN WALES WILL CHANGE THE WAY YOU BECOME AN ORGAN DONOR   FROM THIS DATE YOULL HAVE THREE CHOICES YOU CAN BE A DONOR BY OPTING IN OR BY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR. IF YOU DONT WANT TO BE A DONOR YOU WILL BE ABLE TO REGISTER A DECISION TO OPT OUT. NOW IS THE PERFECT TIME TO ENSURE THAT YOU UNDERSTAND YOUR OPTIONS AND TALK TO YOUR FAMILY AND FRIENDS.   ITS TIME TO TALK ABOUT ORGAN DONATION   1ST DECEMBER 2015 THE TIME WHEN WALES WILL CHANGE THE WAY WE BECOME ORGAN DONORS   But 60 (Nov 2013 omnibus) OF PEOPLE HAVE NOT DISUCSSED THEIR ORGAN DONATION DECISION WITH THEIR FAMILY.   Families are always involved in the decision around organ donation, so it is important that you discuss your decision with loved ones.   Too many live saving donations are missed because families are unsure of what their loved ones will have wanted.   Thats why on 1 Dec 2015, Wales will be changing the way organs are donated. The new system will make it easier for you to become a donor and will help clarify your decision.   YOU CAN BE A DONOR BY OPTING IN OR BY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR. IF YOU DONT WANT TO BE A DONOR YOU WILL BE ABLE TO REGISTER A DECISION TO.   NOW IS THE PERFECT TIME FOR US ALL TO UNDERSTAND OUR OPTIONS AND TALK TO FAMILY AND FRIENDS   ITLL SOON BE TIME TO CLARIFY OUR ORGAN DONATION DECISIONS     FROM JUNE 1ST WELL ALL BE ABLE TO REGISTER OUR DECISION TO OPT IN OR OPT OUT OF ORGAN DONATION.   ANY DECSISON MADE NOW WILL ALSO APPLY UNDER THE NEW SYSTEM.   From 1 December 2015 if you have not registered a decision it will be the same as choosing to be a donor.   RIGHT NOW ITS A GOOD TIME TO PREPARE FOR THIS BY FINDING OUT MORE ON THE WEBSITE AND FOR US ALL TO DISCUSSI IT WITH OUR FAMILY AND FRIENDS ITS TIME TO BE CLEAR ON ORGAN DONATION   RIGHT NOW YOU CAN REGISTER YOUR DECISION ON WHETHER OR NOT YOU BECOME AN ORGAN DONOR.   YOU CAN CHOOSE TO OPT IN (to being a donor) CHOOSE TO OPT OUT (of being a donor)   FROM 1ST DECEMBER IF YOU HAVE NOT REGISTERED A DECSISION IT WILL BE THE SAME AS CHOOSING TO BE AN ORGAN DONOR   Your registered decision will be rolled over into the new system from 1 December 2015.   TELL YOUR FAMILY AND FRIENDS YOUR DECISION. ITS IMPORTANT THEY KNOW YOUR DECISION     THERES ALWAYSTIME TO BE CLEAR ON YOUR ORGAN DONATION DECISION   THERES ALWAYS TIME TO BE CLEAR ON YOUR ITS NOT TOO LATE.   YOU HAVE THREE CHOICES YOU CAN BE A DONOR BY OPTING IN OR BY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR. IF YOU DONT WANT TO BE A DONOR YOU WILL BE ABLE TO REGISTER A DECISION TO OPT OUT.   You can change your decision at any time   MAKE SURE YOU GO ONLINE TO REGISTER, AND TELL YOUR FAMILY AND FRIENDS YOUR DECISION. ITS IMPORTANT THEY KNOW YOUR WISHES.  
CALL TO ACTION organdonationwales.org rhoirorganau.org   0300 123 23 23 organdonationwales.org rhoirorganau.org   0300 123 23 23. organdonationwales.org rhoirorganau.org   0300 123 23 23 organdonationwales.org rhoirorganau.org   0300 123 23 23 organdonationwales.org rhoirorganau.org   0300 123 23 23
8
Research
  • Independent research was conducted 14th October
    4th November
  • Participants were generally aware of the change
    in legislation but there was misunderstanding
    over the details
  • Research confirmed that the campaign creative
    successfully communicates the importance of
    donation
  • It identified a need for the creative to
    incorporate details such as the date of the
    change and the choices available at an early
    stage in the campaign and this change has been
    incorporated into the campaign
  • The need to strengthen messaging about the role
    of family was identified by both the public and
    stakeholders and this has resulted in the Time to
    Talk Phase 2 creative

9
Communications plan Year 1 / Phase 1
  • December March 2014 PHASE 1 ITS TIME TO THINK
  • Press advertising including Western Mail, Metro,
    South Wales Echo, Cambrian News, Big Issue Cymru,
    Golwg, South Wales Argus, Western Telegraph,
    Carmarthen Journal, Daily Post,
  • Radio including Real Radio, Capital South Wales,
    Radio Carmarthenshire, The Wave, Bridge FM
  • Online Display network across Wales, plus Welsh
    press websites, the guardian.co.uk,
    telegraph.co.uk, dailymail.co.uk and Facebook

10
Communications plan Phase 1
11
Communications plan Phase 1
12
Communications plan Phase 1
13
Communications plan Phase 2
  • June August 2014 ITS TIME TO TALK
  • TV advertising 30 TV ads, four weeks. Stations
    include ITV1 Wales, S4C, Sky Adsmart, ITV Player,
    4OD. Two creative executions, to be discussed in
    more detail in later slides.
  • Radio 2 weeks June/July
  • Online Display network across Wales for one
    week, plus Welsh press websites, the
    guardian.co.uk, telegraph.co.uk, dailymail.co.uk
    and Facebook
  • Outdoor Bus shelter interiors for 2 weeks

14
Communications plan Phase 2
  • Sep Dec 2014 ITS TIME TO TALK
  • TV advertising 30 TV ad, four weeks in October.
    Stations include ITV1 Wales, S4C, Sky Adsmart,
    ITV Player, 4OD.
  • Radio November
  • Online Display network across Wales November -
    December
  • Outdoor
  • Bus streetliners 4 weeks November
  • 6 sheets / digital 6 sheets, 2 weeks, across
    student campuses
  • Direct mail eDM via UCAS to all students who
    have accepted a place in a Welsh university and
    live outside of Wales

15
Communications plan Phase 2
  • Jan March 2014 ITS COMING
  • TV advertising 30 TV ad, January. Stations
    include ITV1 Wales, S4C, Sky Adsmart, ITV Player,
    4OD.
  • Radio February
  • Online Display network across Wales February -
    March

16
Creative TV Ad Setting the context
17
Creative
18
Creative
19
Creative
20
Creative
21
Creative
22
Creative TV Ad (2b) Importance of discussing
your decision with family
23
Creative
24
Communications plan Year 3
Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016 Organ Donation - Marketing Activity Plan 1 2015/2016

  2015 2015 2015 2015 2015 2015 2015 2015 2015   2016 2016 2016
CAMPAIGN COMPONENT A M J J A S O N D   J F M
                           
SIGNIFICANT EVENTS                          
Registration opens                          
Transplant Week                          
Legislation                          
Omnibus Survey                          
                           
                           
'IT'S COMING' PHASE                          
Advertising                          
Door drop                          
TV                          
Radio                          
Outdoor                          
Online                          
                           
PR                          
Borders - door drop                        
Event material                      
                           
'TIME TO CHOOSE' PHASE                          
Advertising                          
TV                          
Outdoor                          
Radio                        
Online                        
Press                    
                     
Direct Mail - all adults                          
Direct Mail/Schools - 18's                        
Over 55's - Environment                        
Borders - Direct Mail                          
Student Campaign                          
                           
'STILL TIME' PHASE                          
Advertising                          
                           

25
Communications plan Phase 3
  • April May 2015 ITS COMING
  • TV
  • Radio
  • Outdoor
  • Online
  • Door drop to all households in Wales
  • Door drop to borders

26
Communications plan Phase 4
  • June December 2015 ITS TIME TO CHOOSE
  • TV
  • Radio
  • Outdoor
  • Online
  • Press
  • Direct mail personalised letter to all adults /
    households in Wales
  • Direct mail borders
  • Direct mail personalised letter and eDM to
    students outside of Wales accepting a place in a
    Welsh university

27
Communications plan Phase 5
  • Jan Mar 2016 THERE IS ALWAYS TIME TO CHOOSE
  • TV
  • Radio
  • Outdoor
  • Online

28
Target audience
  • Every person in Wales over, or approaching, the
    age of 18 who currently reside in Wales
  • In addition to the mass awareness campaign,
    additional segments have been identified
  • Students and their families those students from
    outside of Wales, but studying in Welsh
    universities
  • Over 55s highest propoertion of people who will
    opt out (20)
  • C2DEs lower awareness of the legislation
  • Border regions for deemed consent to apply you
    will need to live and die in Wales, so to ensure
    you are an organ donor you should register your
    decision via the ODR
  • Faith / BME groups

29
Target audience
  • Deaf community
  • Blind community
  • People with learning difficulties
  • LGBT community myths and misunderstandings
    around whether gay men can become organ donors
    due to the restrictions with blood donation
  • Refugees and asylum seekers deemed consent can
    apply if they can be described as ordinarily
    resident in Wales for 12 months or more. Failed
    asylum, seekers cannot be described as ordinarily
    resident and so their consent cannot be deemed
  • Vulnerable people (and their carers) deemed
    consent may apply if the person has sufficient
    capacity to understanding to understand the
    concept and implications of not opting out.
    Differs in every case resulting in an increased
    need for discussions with the family

30
Summary of current activity
  • TV Identifying a director following the receipt
    of directors treatments. Shooting first week in
    June.
  • Photography Identifying a photographer to
    produce campaign photography
  • Student communications Developing communications
    plan specifically for Students on the UCAS eDM
    and identifying opportunities to host a stand at
    freshers fairs Sep 14 and 15
  • Social Media Strategy New Agency to launch with
    advertising, will include FaceBook app
  • PR Transplant Week, Case Studies, Summer
    Events..
  • .over to Rhodri!

31
PR successes so far
  • February 2014
  • Omnibus survey story New survey of organ
    donation legislation shows awareness and
    understanding is increasing overall in Wales.
    The latest survey showed awareness and
    understanding continued to increase
  • March 2014
  • Planning underway for Million ODR story and
    National Transplant Week activities in July
  • Preparation of new case study material and
    photography

32
PR successes so far
  • April 2014
  • Launch of stakeholder e-bulletin, prepared by
    Cambrensis, which is issued to all stakeholders
    every other Thursday keeping them up to-date with
    current organ donation news and campaign activity
  • Issue of Ella Day case study story
  • Appointment of social media agency
  • May 2014
  • Issue of Jay Patel case study story
  • Issue of Million ODR story
  • Issue of Sophie Washington case study
  • Launch of Time to Talk initiative for National
    Transplant Week

33
PR successes so far
  • Jay Patel (Cowbridge)
  • Media Wales New kidney leads Cowbridge man to
    call for more donors http//www.walesonline.co.uk/
    news/health/new-kidney-leads-cowbridge-petrol-7087
    454
  • Glamorgan Gem How organ donation changed the
    life of a local business man http//www.barry-toda
    y.co.uk/news.cfm?id15311headlineHow20organ20d
    onation20changed20the20life20of20a20local20
    businessman)
  • Asian Image Kidney Transplant patient Id like
    to see organ donation talked about more openly
    http//www.asianimage.co.uk/news/11187080.Kidney_t
    ransplant_patient____I___d_like_to_see_organ_donat
    ion_being_talked_about_more_openly/

34
Looking forward whats coming up?
  • Millionth person on the Organ Donor Register
  • - Announcement made on Friday 9th May
  • Launch of media activity Time to Talk events
  • - A news items will be include on the
    campaign website and
  • sent out to all media offering speakers
    during NTW

35
National Transplant Week (7-13 July) Time to
Talk
  • 7 events per day over 7 days across 7 Local
    Health Boards
  • Promoting organ donation and providing accurate
    information about the new legislation in Wales
  • Tactics
  • Stakeholder Engagement
  • - Engaging Organ Donation Champions through
    charities,
  • organ donation case studies and clinical
    professionals
  • Community Engagement
  • - Seeking groups and events requiring
    speakers through PR,
  • social media and direct contact
  • Bringing the two elements together to create a
    week of pan-Wales Time to Talk events.

36
Looking forward
  • Student Activity
  • - Cambrensis will be supporting Golleys
    targeted student ad campaign with editorial,
    social media and web opportunities as well
    as face-to-face contact through exhibitions at
    Fresher Week events across Wales in September
  • Media Campaign Plan for the year to go
    announcement scheduled for 1st December 2014

37
Introducing some more of our case studies
38
Thank you and happy to answer any questions
www.organdonationwales.org www.rhoiorganau.org
Cyfrir dyddiau cyn newid y drefn rhoi organau
yngNghymru.
Countdown to organdonation changesin Wales.
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