Countdown to organ donation

changes in Wales.

Cyfri’r dyddiau cyn newid y drefn rhoi organau

yng Nghymru.

Who’s Who – The Agencies

• Cambrensis Communications – PR & Media

• Golley Slater – Advertising & Creative

• Coup Media – Digital & Social Media

• Cognition Associates: BME and Faith Engagement

• To increase the consent rates for organ donation, by creating a culture in Wales where organ donation becomes the ‘norm’.

The New Law

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

•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

Communicating with the public

Campaign Theme

IT’S 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.

•It’s now TIME to change the way we become organ donors in Wales

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. It’ll 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. There’s Always Time to be Clear

Messaging matrixTARGET 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’ ‘IT’S COMING’ ‘CHOICE’ ‘CHOICE’

MASS MARKET IT’S 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 YOU’LL HAVE THREE CHOICES:•YOU CAN BE A DONOR BY OPTING IN ORBY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR.IF YOU DON’T 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. 

IT’S 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.  That’s 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 ORBY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR.IF YOU DON’T 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 

IT’LL SOON BE TIME TO CLARIFY OUR ORGAN DONATION DECISIONS  FROM JUNE 1ST WE’LL 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 IT’S 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

IT’S 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. IT’S IMPORTANT THEY KNOW YOUR DECISION  

THERE’S ALWAYSTIME TO BE CLEAR ON YOUR ORGAN DONATION DECISION THERE’S ALWAYS TIME TO BE CLEAR ON YOUR IT’S NOT TOO LATE. YOU HAVE THREE CHOICES:•YOU CAN BE A DONOR BY OPTING IN ORBY DOING NOTING. IF YOU DO NOTHING IT WILL BE THE SAME AS CHOOSING TO BE A DONOR.IF YOU DON’T 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. IT’S IMPORTANT THEY KNOW YOUR WISHES. 

CALL TO ACTION organdonationwales.orgrhoirorganau.org 0300 123 23 23

organdonationwales.orgrhoirorganau.org 0300 123 23 23.

organdonationwales.orgrhoirorganau.org 0300 123 23 23

organdonationwales.orgrhoirorganau.org 0300 123 23 23

organdonationwales.orgrhoirorganau.org 0300 123 23 23

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

Communications plan – Year 1 / Phase 1December – March 2014: PHASE 1 IT’S 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

Communications plan – Phase 1

Communications plan – Phase 1

Communications plan – Phase 1

Communications plan – Phase 2June – August 2014: IT’S 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

Communications plan – Phase 2Sep – Dec 2014: IT’S 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

Communications plan – Phase 2Jan – March 2014: IT’S 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

Creative: TV Ad Setting the context

Creative

Creative

Creative

Creative

Creative

Creative: TV Ad (2b)Importance of discussing your decision with family

Creative

Communications plan – Year 3 Organ Donation - Marketing Activity Plan 1: 2015/2016

  2015   2016CAMPAIGN & 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                                                     

Communications plan – Phase 3• April – May 2015: IT’S COMING

• TV• Radio• Outdoor• Online• Door drop to all households in Wales • Door drop to borders

Communications plan – Phase 4• June – December 2015: IT’S 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

Communications plan – Phase 5• Jan – Mar 2016: THERE IS ALWAYS TIME TO CHOOSE

• TV• Radio• Outdoor• Online

• 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

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

Target audience

• 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!

Summary of current activity

• 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

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

PR successes so far…

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-7087454

• Glamorgan Gem: How organ donation changed the life of a local business man http://www.barry-today.co.uk/news.cfm?id=15311&headline=How%20organ%20donation%20changed%20the%20life%20of%20a%20local%20businessman)

• Asian Image: Kidney Transplant patient: “I’d like to see organ donation talked about more openly http://www.asianimage.co.uk/news/11187080.Kidney_transplant_patient____I___d_like_to_see_organ_donation_being_talked_about_more_openly/

• 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

Looking forward – what’s coming up?

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.

National Transplant Week (7-13 July) – Time to Talk

• Student Activity

- Cambrensis will be supporting Golley’s 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

Looking forward

Introducing some more of our case studies…

Thank you and happy to answer any

questions

Cyfri’r dyddiau cyn newid y drefn rhoi organau yng

Nghymru.

Countdown to organ

donation changesin Wales.

www.organdonationwales.org www.rhoiorganau.org