Organ Donor Registration Campaign. Planning & Marketing Department. 2. Campaign Highlights Timeline: Dec. 1, 2012 – Jan. 31, 2013. Hartford Hospital developed an innovative public relations campaign to raise awareness of the importance of organ donation;
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Planning & Marketing Department
Timeline: Dec. 1, 2012 – Jan. 31, 2013
Markets: Our Top Three Audiences
Our Staff,including Hartford Hospital and Hartford HealthCare employees
Consumers and Community Members, who may not be aware of the need for donors or have been influenced by the inaccurate myths and misconceptions surrounding organ and tissue donation
Healthcare providers,including physicians, nurses and mid-level who can help educate on the value and importance of organ donation
Opportunity in Connecticut
Healthcare providersPCPs, OB-GYN, Nurses
Healthcare providers can play an integral role in increasing the number of organ donors
Two factors underlie the organ shortage: a limited pool of eligible donors and difficulty converting eligible donors into actual donors.
There is tremendous opportunity to engage tens of thousands of HH and HHC employees and their families and friends to become donors and to advocate for organ donation
Internal audiencesHospital and health system employees and their families and friends
LIFE SAVER: Doug ZimmermanDoug Zimmerman was a registered organ donor. After his death in 2010, his last act was to give the gift of sight and healing to others with the tissues he donated. Hartford Hospital honored Doug during a flag raising ceremony with his wife and parents on the day Doug passed away.
Surround target audience with clear messaging
and deliver strong CTA: BecomeADonor.org
Live show with Fox TV
Television (Golden Globes)
Internal & external
New Organ Donors