The document proposes a marketing and advertising campaign by the Iowa Organ Donor Network to raise awareness about organ donation among college students. It discusses secondary research on previous social media campaigns and focus groups conducted. The focus groups found that linking with student organizations and events could help raise awareness. The proposed campaign includes launching a student organization called K3YS FOR LIFE at Iowa State University, which would conduct social media and print advertising to promote organ donation registration.

1. Iowa Organ Donor Network
Marketing and Advertising Proposal
K3YS FOR LIFE

2. Content
Secondary Research
Primary Research
Execution
K3YS FOR LIFE Student Org
Social Media Advertising Campaign
Print Advertising Campaign
Morgan Fleener. Laura Hoffman. Maggie Hughes. Andrew Moore, Kaitlyn Mueller.Amanda Zimmerman
K3YS FOR LIFE

3. Secondary Research
K3YS FOR LIFE

4. University of Wisconsin Study of the Utilization
of Social Media Marketing to Raise Awareness
for Organ Donation in College Students
The University of Wisconsin performed a
study to identify the attitudinal, cognitive, The last dimension researchers identified
and social dimensions that cause people to was the social benefit. They identified that
become organ donors. 317 people partici- students responded to viral social causes
pated in the that identified the relevancy of the issue
exploratory portion of the project and 1,800 and how they can help out. They After
responses were taken from an online survey. identifying the three dimensions an 18
They identified three dimensions that affect month social media campaign was
whether or not someone decides to be a launched with a student organization that
donor. The first dimension was cognitive. had 20,421 web viewers, 4473 Facebook
Researchers found that those who decided members, 1189 YouTube submissions with
to be donors had knowledge that there was 164,000 views. This campaign caused
a need for organ donors and they knew 19,623 people to go to a state’s organ
about organ donation.Researchers identified donor registration page and 9000 docu-
the attitudinal dimension of organ donation. mented organ donor registrations. Within
They identified that donors saw an altruistic the student organization organ donor
benefit from becoming donors, but they also registration increased 28%.
identifed the fears that accompany organ
donation.
“After launching the campaign the student
organization had 4,473 likes on Facebook
and over 20,421 YouTube users. This
caused 9,000 new documented organ
donor registration which was a 28%
increase.”
K3YS FOR LIFE

5. Statistics on Organ Donors by Age and Gender:
60
30
50
25
40
20
15 30
10 20
5 10
18-34 35-49 50-64 65+ Men Women
2-10
0 0
Age groups Gender of Donors
After examining organ donors by their
age and gender we found that men ages
18-34 are most likely to become donors.
After looking at this data we had to look
at how we can reach more women ages
18-34 with our advertising.
K3YS FOR LIFE

6. Primary Research
K3YS FOR LIFE

7. Focus Group on Organ Donation
We had three focus groups with a total of 30 people, 15 men
and 15 women. We asked the following questions.
1. How many of you are organ donors?
13 women
15 men
2.What are some of the reasons you became an
organ donor or not?
women: "I wanted to help save someone's life"
"projects in school"
men: "I did it when I was at the DMV"
3. Do you think people should be born as an organ donor?
women: "Maybe"
men: "It would be impossible"
4. Would you rather be an organ donor or donate your body to science?
Both men and women agreed that they prefer
donation because it was "freaky to think
their bodies"
5. Why do you think that people don't donate?
Both men and women agreed that they didn't
think that people didn't have enough knowl
edge about organ donation.
7. What would help raise campus awareness about organ donation?
Both men and women agreed that if Iowa
Organ Donor Network linked up with student orgs/
events more people would get involved.
8. Where were you when you became an organ donor?
Men and women said the DMV
someone was experiementing on

8. Men
Women
15
12
9
6
3
0 Class
Seminars Flyers
Link Activities
Discussions
What Would Raise Awareness on Campus about
organ donation?

9. Execution
K3YS FOR LIFE

10. K3YS for LIFE is a student organization that we
formed so that we could raise awareness about organ
donation at Iowa State. We thought this would be the
best way we could reach students according to our
research. We have 21 active members and we are
recognized by Iowa State Universities Government of
Student Body. We have formed a facebook account as
well as a twitter account along with some promotional
products like flyers and brochures.

11. Social Media Marketing Campaign
@K3YSFORLIFE is the twitter feed we set up to
promote our student org. We have 109 followers since
we launched our page November 11th.
K3YS For Life facebook page was launched
November 11th and we have 151 likes on Facebook.