Radian6 Case Study: The Montreal Children's Hospital


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The Montreal Children’s Hospital is working to create awareness and understanding around the need for organ donors, check out this case study to see how they are working to help a young boy who is waiting to get a new heart.

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Radian6 Case Study: The Montreal Children's Hospital

  1. 1. Case Study / Montreal Children’s HospitalThe Montreal Children’s Hospital uses socialmedia to get people to sign on the dotted line.Organ donation is a very important issue, but it’s the reach of the campaign. In just a few shortnot top of mind for most people. For 15 year-old days Pamela saw the campaign gain momentumVincent Lambert and his family, however, organ with thousands of mentions, several stories ondonation is the number one thing they think national news broadcasts, and a host of supportabout: they’ve spent the last eight months in the from well-known personalities including starMontreal Children’s Hospital’s Pediatric Intensive players from the Montreal Canadiens, membersCare Unit waiting for a heart donor. When Vincent of Simple Plan, Ben Mulroney and Ronnie Magrowas just three months old, a virus attacked his from Jersey Shore.heart and his health has been declining eversince. In the spring of 2011, he entered full-blown “We are so excited and pleased to see that ourheart failure. Since September 18th, 2011, Vincent message is reaching people across Canada, andhas been kept alive by a Berlin heart, a mechanical more importantly that it is resonating with thedevice that beats in place of his own heart. public,” says Pamela. “We want people to really stop and think about organ donation, and ensureHe is patiently waiting for the news that a heart that they make their wishes known to theirdonor has been found so he can undergo a families.”much-anticipated heart transplant operation.And while he is on the top of the pan-Canadian Social media has been a great tool to raisetransplant list, it doesn’t make waiting any easier. awareness about organ donation, and it hasThe hospital is a tough place for a teenage boy to also given Vincent the chance to connect withspend Christmas, birthdays and special occasions. other people who have gone through the same experience. Over the past few weeks, he hasWith the help and support of her small team of heard from several people who have receivedcolleagues, Pamela Toman, a Public Relations heart transplants. With a newfound love forand Communications Officer for the hospital, social media, Vincent has created his own Twitterdecided to try social media as a way to share handle @VincentLamber15 and is tweeting up aVincent’s story and increase awareness about storm from his hospital bed.the importance of organ donation. Pamela wasable to quickly craft a social media strategy that To learn more about how you can help sharefocused on Vincent’s story. The hashtag #Aheart Vincent’s story, visit The Montreal Children’s4Vincent/#UncoeurpourVincent was created and Hospital’s website or Twitter page and take athe campaign got off to a great start. few moments to find out how you can help other children like Vincent by becoming an organ donor.Using Radian6, Pamela has been able to trackthe hospital’s efforts, find influencers and gauge www.radian6.com 1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6