Innovative Approaches to Increase DonorDesignation in the Hispanic Community:Community Leadership/Media EngagementRaiza Me...
The star…• Starting on Minus Zero• No volunteers• No supporting leaders or agencies• Prejudice about organ donation on bot...
Crying was not an option…
But we believe that…Nothing is impossible when we commitourselves to a higher cause
What did we do?• Research:• our population composition: number, location, origin• agencies serving them and their leadersh...
Hispanic Hospitals & Community Council• Transplant surgeons Family Practitioner Doctors• ICU Nurse Social Workers• Chaplai...
Hispanic Hospitals & Community Council
Catholic Church
National Donor SabbathThis celebration has been a great tool to successfully engage religious leadersfrom Christian Church...
Headline Here
We cannot produce different results by doing thesame things we always doWe need to use new methods, show new ideas.We need...
Needfinding is aprocess of looking fornew opportunitiesFraming. It’s what happenswhen you gather a set ofobservations and ...
Another way to engage… Celebrities Campaign
Celebrities Campaign
Celebrities Campaign
More celebrities are joining…
Another way to engage… Celebrities Campaign
Something started to happen…New opportunities opened for our cause…
The organization Miss Illinois Latina decided to support us…
The Director and Actors of the Comedy Todo o Nada
Singers and models also started to join…
Youth Campaign: New Futuro
Color & Color Tu Color Latino
Elementary School to Celebrate Children’s DayA real life story…as inspiration for a muralAnd its results…
Associations with Agencies…
Associations with Politicians…
Associations with organizationsChambers of Commerce Instituto de Progreso Latino Judge in Miss Illinois LatinaJudge in Mis...
Latino Heroes Campaign
Carlos Flores’ new book dedicationYou can become a hero when you registeras an organ donorRegister as an organ donor and g...
NMDAD
NMDAD in the Media
NMDAD
Why these campaigns…Celebrities CampaignLatino Hero CampaignOrgan & Tissue Donation:What Illinoisans think about it
PR/Public Education
The truth is that our mission of saving lives is the magic key to opendoors and engage community leaders and the mediaWe n...
The Innovation CycleThe goal is toprototype as quicklyas possible so thatthe learning processcan be acceleratedLearning ab...
Questions?rmendoza@giftofhope.org630-758-2744Thank you!
Amat innovative approaches to increase donor designation in the hispanic community
Amat innovative approaches to increase donor designation in the hispanic community
Amat innovative approaches to increase donor designation in the hispanic community
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Amat innovative approaches to increase donor designation in the hispanic community

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  • When we arrived at Gift of Hope, we found a challenging reality…
  • When we arrived to Gift of Hope, we found a challenging reality…
  • Goals of the Hispanic Council Provide a global vision and direction for addressing issues in the Hispanic community and encouraging support for organ and tissue donation . Educate the Hispanic community to understand the critical need for organ and tissue donation Identify efficient ways to inform the Hispanic community about organ and tissue donation through TV campaigns, health fairs, Donor Awareness Month, workshops, etc. Increase the number of Hispanic registrations as organ and tissue donors as well as the donation rate Execute an annual evaluation of the Hispanic Hospital & Community Council’s effectiveness in reaching goals Sharing best practicesWhat is it that we expect? Provide guidance — advisory role Provide community contacts and opportunities for interaction Actively participate in “spreading the word”  
  • That was how we created the HH &CC. Now, in order to innovate, we have been inviting professionals form additional fields to get people out our ‘normal” reach.
  • Here most of our members
  • The support of the Catholic Church about organ donation is very important for the Latino community. It is not only their main religion but also the one that help us the most dispelling the religious mythsRev Claudio Diaz has been supporting for years Gift of Hope’s mission. He was the Director of the Hispanic Ministry of the Archdioceses of Chicago and Rev. Mercado is the current catholic priest in that position.
  • This is an example of visited Christian Churches. I recommend you to utilize this national celebration.
  • Until now, our outreach have been traditional : hospitals, donor families, recipients… but…
  • The reality is…to outreach those you don’t have influence you need to think out of the box and try different ways
  • A few informative concepts to share: Needfinding is a process of looking for new opportunities. In the forward-looking process of needfinding, however, we expect to learn much more from the edge than we can from the core. We think we need to do it if we want to reach out those who aren’t registered yet.Creative Combination, which happens when needfinding and framing come together, when the discussion turns to creating the best optionsto address the identified needs and the conceptualized framePrototype: The goal is to prototype as quickly as possible so that the learning process can be accelerated, and you find out as quickly as possible that either it’s an idea worth more investment, or one that should be shelved.Said that, we started thinking about how to outreach new people to increase donor designation. 
  • When we started our celebrities campaign… it was meant to be just one article. After the receptivity showed by the Hispanic media, we decide to follow with it.
  • These are only a few examples of the media receptivity.
  • There is a difference between Celeeeeeeebrities and celebrities. It is not the same to have George Clooney to support your cause than to get the support of Toribio “Choco” Barrera who works as an actor in a famous comedy in Chicago. “Todo o Nada” “All or Nothing”.
  • It is not the same to haveNaomi Campbell or Barbara Walters supporting your cause than model Ruth Diaz or Digital TV interviewer Yenia Herrera. But for our people, they are role models and are closer to them. I think that for us in IL, local, close “known celebrities” do great.
  • That is how we started. Celebrities from different walks of life: accessories designer, magazine publisher, radio, speaker, book author, model, boxer, fashion designer and Digital TV presenter.
  • At the same time we were developing our celebrities campaign… we noticed that…
  • … something started to happen… new opportunities started opening for our cause…
  • And with this, its misses became our Coordinators for the youth. Did you think before about beauty context and organ donation? Beauty context are very popular in the Hispanic culture.
  • … something started to happen… new opportunities started opening for our cause…
  • a ½-page ad insertion in New Futuro Magazine. This magazine has a circulation of around 80,000 – distributed at the Navy Pier Summit event to every attendee and with most of the rest distributed through hundreds of grass roots organizations throughout Chicago! It has a shelf life of nearly 1 year.A summit for Latino College candidates and their parents about 20,000 people and we will be there educating and registering. All the summit will be bilingual, a place for the parents in Spanish and in English for the students.
  • They are a company that prepare color especially for the Latina’s hair. Very sophisticate!. They work with 2,500 Latino stylist in Illinois and offered us to distribute with their catalogs, our flyer with a message… every month
  • Here we are celebrating an important date in the Hispanic community, especially for the Mexican population and at the same time we are educating, we received great coverage.
  • Media love activities with children… the results showed it.
  • What about associations with agencies not related to donation but to important issues affecting our community? That is why we invited the American Diabetes Association ADA & Chicago Latino Health Coalition to partner with us to fight diabetes in the Latino population. This picture and the news was very highlighted in the media.We partner with Youth Celebration Parade (Día de los Niños) and the Chicago Public Schools to recognized a donor girl who saved 7 lives as a heroineWe partner with Latino schools to celebrate important dates a the media love activities involving children
  • They were not easy at first, but with the time and the positive change in the community about organ donation, they started calling and inviting us to participateRep. Elizabeth Hernandez, Alderman Reboyras, Secretary of State White and the Governor Pat Quinn
  • What about associations with agencies not related to donation but to important issues affecting our community? That is why we invited the American Diabetes Association ADA & Chicago Latino Health Coalition to partner with us to fight diabetes in the Latino population. This picture and the news was very highlighted in the media.We partner with Youth Celebration Parade (Día de los Niños) and the Chicago Public Schools to recognized a donor girl who saved 7 lives as a heroineWe partner with Latino schools to celebrate important dates a the media love activities involving children
  • So after going on with the successful Celebrities Campaign, we though about starting a new one for the average citizens because donors are people like you and I.All these with the end of moving the community to openly express their thought about organ donation and also to help them to participate more in our Facebook. Their testimonies have been so great and from so different experiences about donation: donor, recipient, family member died waiting and just humanitarian reasons.
  • NMDAD Our Donate Life dates are always a great opportunity to obtain media attention. A good story in the perfects scenario will do the job. Donate Life Illinois, Eye Bank, NKF and Secretary of State office worked together with the lead of Gift of Hope to celebrate it with the first time a Latino heart recipient met his donor’s widow and a Latino donor mother shared his son’s gift of sight story. All this in a YMCA Gym where two of its members were twin brothers who received a heart transplant. Result… the media loved it! We had and still are receiving great coverage from it.
  • Sin Condicion (Unconditionally)We have a half hour TV program everySunday on Univision. It is a great tool forPublic Relations and engaging relevantpersonalitiesBuenos Dias Chicago (Good Morning Chicago)80 three minutes segment on Univision. Every Wednesday morningThese programs gave us the opportunity to engage community leaders by inviting them to participate and educate the community about specific issues affecting them.
  • These programs gave us the opportunity to engage community leaders by inviting them to participate and educate the community about specific issues affecting them.
  • They are about having other people talking about the benefits of organ donation, people the community will follow… or “people just like you…” We know we are approaching sectors of the population that were aout of our reach. Next year, we will print a publication catalog style with the pictures and quotes of each participants. There you will read why they became organ donor and it should inspire people to also become one. It will be a great marketing tool to work with our community.
  • Sin Condicion (Unconditionally)We have a half hour TV program everySunday on Univision. It is a great tool forPublic Relations and engaging relevantpersonalities and alsoBuenos Dias Chicago (Good Morning Chicago)80 three minutes segment on Univision. Every Wednesday morning. The campaigns are giving us more stories and new people for those shows.These programs gave us the opportunity to engage community leaders by inviting them to participate and educate the community about specific issues affecting them.
  • Just remember the innovation cycle…
  • Some words of experience: As we said before, en the process of needfinding,we expect to learn much more from the edge than we can from the core. Learning about the edge may require us to spend time with people that we’re not usedto being with, and require us to understand what may be a much different thinking process.The goal is to prototype as quickly as possible so that the learning process can be accelerated, and you find out as quickly as possible that either it’s an idea worth more investment, or one that should be shelved. That is why is important to share best practices, so we learn from each other what works and what doesn’t and why.We have successfully increased the Latino donor designation We normally did around 1,100 registrations counting the undocumented cardsThis year. is the first time we have done more than 2,000registrations without counting the undocumented cards and we are sure this trend have shown in the State organ & tissue donor registry.
  • Amat innovative approaches to increase donor designation in the hispanic community

    1. 1. Innovative Approaches to Increase DonorDesignation in the Hispanic Community:Community Leadership/Media EngagementRaiza MendozaHispanic Public Relations & Community Outreach CoordinatorGift of Hope Organ & Tissue Donor Network
    2. 2. The star…• Starting on Minus Zero• No volunteers• No supporting leaders or agencies• Prejudice about organ donation on both, the people (Latinos) and theagencies attending Latinos• No known friends or connections in Illinois
    3. 3. Crying was not an option…
    4. 4. But we believe that…Nothing is impossible when we commitourselves to a higher cause
    5. 5. What did we do?• Research:• our population composition: number, location, origin• agencies serving them and their leadership• Make a list: Select the leaders better fit for your needs & goals• select very carefully based of their achievements and leadership skills.• Prepare a strategic plan and objectives:• Goals & Roles• Expectations
    6. 6. Hispanic Hospitals & Community Council• Transplant surgeons Family Practitioner Doctors• ICU Nurse Social Workers• Chaplain Priest• Media: People from the TV, Radio & print media• A Donor Family A Recipient• TV personalities Speaker & Author• Gift of Hope Staff Marketing Specialist• Fashion Model Software programerAdditionally it opened doors with Churches and theMexican Consulate
    7. 7. Hispanic Hospitals & Community Council
    8. 8. Catholic Church
    9. 9. National Donor SabbathThis celebration has been a great tool to successfully engage religious leadersfrom Christian ChurchesIglesia Evangélica SiloheOur Lady of GuadalupeAssumption Church BVMCentro Cristiano Vida AbundanteCentro Familiar Vida NuevaAddison Presbyterian ChurchRebaño Companerismo CristianoIglesia Bautista EmmanuelMisión Voz del AltísimoIglesia Hispana Adventista del Séptimo DíaPrimera Iglesia Bautista Latina
    10. 10. Headline Here
    11. 11. We cannot produce different results by doing thesame things we always doWe need to use new methods, show new ideas.We need to have a innovative approach to thechallenge to increase donor designation.It is about thinking Smarter, no Harderand creating innovatively to getresults.Some statements to highlight…
    12. 12. Needfinding is aprocess of looking fornew opportunitiesFraming. It’s what happenswhen you gather a set ofobservations and look forthe important patterns.After you develop someframes, then the processturns to CreativeCombination.Ideas that emerge asworthy of detailedstudy are thenPrototyped.The Innovation Cycle
    13. 13. Another way to engage… Celebrities Campaign
    14. 14. Celebrities Campaign
    15. 15. Celebrities Campaign
    16. 16. More celebrities are joining…
    17. 17. Another way to engage… Celebrities Campaign
    18. 18. Something started to happen…New opportunities opened for our cause…
    19. 19. The organization Miss Illinois Latina decided to support us…
    20. 20. The Director and Actors of the Comedy Todo o Nada
    21. 21. Singers and models also started to join…
    22. 22. Youth Campaign: New Futuro
    23. 23. Color & Color Tu Color Latino
    24. 24. Elementary School to Celebrate Children’s DayA real life story…as inspiration for a muralAnd its results…
    25. 25. Associations with Agencies…
    26. 26. Associations with Politicians…
    27. 27. Associations with organizationsChambers of Commerce Instituto de Progreso Latino Judge in Miss Illinois LatinaJudge in Miss Cultural Bolivia y ColombiaChicago FireIL. Soccer club
    28. 28. Latino Heroes Campaign
    29. 29. Carlos Flores’ new book dedicationYou can become a hero when you registeras an organ donorRegister as an organ donor and give the gift of life toa person and his family.It only will take a few seconds to register.
    30. 30. NMDAD
    31. 31. NMDAD in the Media
    32. 32. NMDAD
    33. 33. Why these campaigns…Celebrities CampaignLatino Hero CampaignOrgan & Tissue Donation:What Illinoisans think about it
    34. 34. PR/Public Education
    35. 35. The truth is that our mission of saving lives is the magic key to opendoors and engage community leaders and the mediaWe need to create innovative approaches to outreach people wenormally don’t influence in order to increase donor designationThe truth
    36. 36. The Innovation CycleThe goal is toprototype as quicklyas possible so thatthe learning processcan be acceleratedLearning about the edgemay require us to spendtime with people thatwe’re not used to beingwith, and require us tounderstand what may bea much differentthinking
    37. 37. Questions?rmendoza@giftofhope.org630-758-2744Thank you!

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