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National Trans plant Week 1. The brief 2. Progress to date 3. What’s coming up

National Trans plant Week 1. The brief 2. Progress to date 3. What’s coming up. Ian Hampton, Head of campaigns a nd partnerships 7 July 2015. The Brief. T ransplant week Our principles: Stay focused on outputs and outcomes, constantly trial and change Investment is needed

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National Trans plant Week 1. The brief 2. Progress to date 3. What’s coming up

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  1. National Transplant Week1. The brief2. Progress to date3. What’s coming up Ian Hampton, Head of campaigns and partnerships 7 July 2015

  2. The Brief Transplant week • Our principles: • Stay focused on outputs and outcomes, constantly trial and change • Investment is needed • Deliver locally, support nationally • Relationships and collaboration: Stakeholders, advocates and registrants

  3. Marketing campaign outputs 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

  4. The audiences There are five audiences groups we are targeting: • Prospective donors • BAME • Hard pressed, moderate means and urban adversity • 50+ • Children as change-makers (<18)

  5. Campaign channel plan FEEL: Member get member, Social communities, Campaign hub, Organ Donor card and identity symbols, relationship programme, Order of St John, Voluntary supporters, Local partners ‘Like’ Trust Care Loyalty Advocate Education Awareness Volunteer Commitment Register Consent Conversation Consideration THINK: Face to face, field marketing, education, advertising, Prompted choice, Partnerships, Media, Targeted mailshot, Order of St John DO: Digital, Education and Face to Face, Partnerships, Story telling content and conversation tools

  6. Output focused evaluation • Registrations and conversations (& balance) (DO) • Awareness, interaction and consideration (THINK) • Conversation, advocacy and participation (FEEL)

  7. Progress update Applying behavioural insights to existing activity

  8. Partners Premiership Partnership Campaign

  9. Partners • New online prompts on high traffic Government websites • Transport for London (Oyster & Contactless) • European Health Insurance Card • NHS Choices (organ donation widget) • GOV.UK (10 links added to ‘done’ pages)

  10. What’s coming up The building blocks for Action, Conversation and Collaboration

  11. Next Steps Engage with relevant committees (identify a support manager) Produce and share campaign plans (timings) Create technical “Hub” with toolkit Create assets Produce and share campaign plans Share best practice and lessons learnt (Community of practice)

  12. National-Local model NHSBT National Marketing Team Development of marketing and campaign strategy. National campaigns. L&D support and resource website 2020 Stakeholder Advisory Group Pilots Insight Evaluation Collaboration Regional public engagement leads / Regional Collaboratives (to be defined through Hot House Pilots) Donation committee chairs Local supporters: Partners, Advocates, Donor Ambassadors, Schools, Community project workers, NHS

  13. Hothouse pilots Hot house pilotswill: • Establish and test the national / local model • Intensively trial new initiatives • Provide funding (level TBC) • Support community engagement • Contribute to the ‘content hub’ • Leicester with Nottingham, Burton and Derby • Manchester with Rotherham and Salford • High donor number potential, and high target audience representation

  14. National-Local model

  15. A behaviour change campaign identity Capability Opportunity Motivation

  16. Insight built into strategic thinking Category insight

  17. Insight built into strategic thinking Audience insight

  18. National Transplant Week One intensive week of action, conversation and collaboration to inspire a revolution in Organ Donation in the UK  Key changes: Date is 7th – 13th September Extending length – pre and post activity Local amplification – workshops and templates. Hot house areas New campaign identity launch Partnership led

  19. Also in the pipeline • Partnerships and Premiership football • Content and assets • Education materials research • Donor card research • Targeted digital advertising trials • Registrant relationship building

  20. Campaign plan - UK-wide activity Existing and planned activity: Digital – websites, social media - ongoing promotion Digital content strategy addressing motivations and barriers National partnerships including government transactional websites BAME activity - Faith Action Plan National Transplant week - in planning

  21. Campaign plan - UK-wide activity contd Existing and planned activity: Leveraging existing ODR membership Trialling re-carding re-registrants & supporting new channels, leveraging existing registrants Development of new campaign creative identity Expanded use of the organ donation card and otrher symbols Local partnerships Education materials

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