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The AETNA Model: Leveraging a Local Opportunity into a National Program.

The AETNA Model: Leveraging a Local Opportunity into a National Program. Opportunity Comes A Knocking Gift of Life Donor Program to plan local program for AETNA office as component of Gift of Life’s WPFL initiative.

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The AETNA Model: Leveraging a Local Opportunity into a National Program.

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  1. The AETNA Model:Leveraging a Local Opportunity into a National Program. • Opportunity Comes A Knocking • Gift of Life Donor Program to plan local program for AETNA office as component of Gift of Life’s WPFL initiative. • Initial meeting to discuss creating an enhanced donor awareness program for local AETNA site w/ approx. 4,500 employees in 10/02. • Primary Donor Awareness Campaign with focus on 4 local sites in Greater Philadelphia area.

  2. The AETNA Model:Leveraging a Local Opportunity into a National Program. • CREATING ABUNDANCE • Viewed the AETNA program as a potential national campaign with greater opportunity/larger scope. • Identified key AETNA WPFL Donation Champions • Rallied a Team of National Resources (HHS/HRSA, Coalition on Donation) to support AETNA campaign. • Created AETNA Senior Level Management Buy-In with a cross-functional team from across the US.

  3. The AETNA Model:Leveraging a Local Opportunity into a National Program. • CREATING A WIN/WIN • Developed a National Campaign • Established twice monthly conference calls to coordinate campaign implementation. • Identified AETNA sites/ lead contacts across the US. • Leveraged partnership with Coalition on Donation and AOPO PR/PE Council.

  4. The AETNA Model:Leveraging a Local Opportunity into a National Program. • RESULTS • National Campaign reaching more than 40,000 Aetna employees • Utilized all AETNA communication pathways to promote the campaign. • 26 AETNA on-site donor awareness programs during Donate Life month = 22,000+ employees • Local Event with National Medical Officer to launch Coalition’s African American Campaign generated media coverage for AETNA • On-going Commitment from AETNA as WPFL

  5. Donate LIFE! Our Inspiration THOUSANDS OF PEOPLE ON THE US TRANSPLANT WAITING LIST & THEIR FAMILIES - DEPENDING ON US TO INSPIRE OTHERS TO DONATE LIFE!

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