“Share Life Campaign”

What’s the key fact?

• Organ transplantation is a life saving medical procedure, yet its association with the healthcare system is a turn off to minorities, obscuring how meaningful it is to become a donor.

What’s that marketing problem?

• More emphasis needs to be placed on the part of the decision-making process that involves family discussion which is the best way to bring this charitable act to life.

What’s the reality of it?

• For every organ donor, up to 50 organs and tissues can be transplanted into others.

• African Americans make up 12% of the population but account for 30% of people with kidney failure.

How do people view it?

• Organ distribution is unfair.• Death is an uncomfortable topic.• Physicians will not promote a person’s best

interest in end-of-life care.• The health care system mistreats the

underprivileged.

What’s our competition?

• Consumer misconceptions Threatens the success

of organ donation• Rumors

Negatively influences a person’s decision to donate

Face to FaceDialogue

can create atrickledown

of positiveinformation.

Who are we targeting?

• CCNY students aged 18-24• Living in NYC or surrounding

boroughs• Lives with family

or roommates

Our target audience should…

• Be open minded• Have strong family ties• Have a sense of pride

We want our target audience to…

How will they benefit?

• Pride in an important

decision which they can share

with their family.

Support.

• Organ donation gives a sense of pride.

• Pride brings connection and acceptance.

• People need love, support, acceptance, and esteem.

• Organ donors validate these needs.

To family oriented CCNYstudents, organ donation is the

charitable act that invokesa sense of pride becauseit bonds them to family

and community.

Our Style

• Conversational• Relaxed• Lighthearted• Uplifting

What’s the main point?

Promote organ donation as a life affirming decision

that should be shared with family.

How will we do this?

• Encourage students to talk to family

• Spread the word to others• Promote a long term

connection with organ donation

Share Life CampaignExecution

What’s the big idea?

• No pressure into registering.• Explain how important it is to talk to

students’ families.• Sharing this information can influence

friends, family, and the community.

Share What’s Important. Share Life.

Public Relations

Advertising

Print Ad Placement

Alternative Media

Turnstiles CCNY Cafeteria Entrance

• Strategically placed on specific boards that would generate the most traffic to the event

Blackboard Postings

CCNY Cafeteria Lunch Trays

Promotional Event

Auntie Ruth’s Pie Eating contest and Share Life event.

• Family Oriented• Picnic style & activities

• Promoting conversation aboutorgan donation

• Handed out on campus 1 week previous to event.

• Purpose: Promote Auntie Ruth’s Pie Eating Contest.

Share Life Event Flyer

How can we measure our success?

Share Life Board

Sign-in Book

Our Recommendations

• Email follow up• Facebook messages• Follow up event in 3 months• Create interactive website

Thank you!