Amat innovative approaches to increase donor designation in the hispanic community
1. Innovative Approaches to Increase Donor
Designation in the Hispanic Community:
Community Leadership/Media Engagement
Raiza Mendoza
Hispanic Public Relations & Community Outreach Coordinator
Gift of Hope Organ & Tissue Donor Network
2. The star…
• Starting on Minus Zero
• No volunteers
• No supporting leaders or agencies
• Prejudice about organ donation on both, the people (Latinos) and the
agencies attending Latinos
• No known friends or connections in Illinois
4. But we believe that…
Nothing is impossible when we commit
ourselves to a higher cause
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. 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 programer
Additionally it opened doors with Churches and the
Mexican Consulate
9. National Donor Sabbath
This celebration has been a great tool to successfully engage religious leaders
from Christian Churches
Iglesia Evangélica Silohe
Our Lady of Guadalupe
Assumption Church BVM
Centro Cristiano Vida Abundante
Centro Familiar Vida Nueva
Addison Presbyterian Church
Rebaño Companerismo Cristiano
Iglesia Bautista Emmanuel
Misión Voz del Altísimo
Iglesia Hispana Adventista del Séptimo Día
Primera Iglesia Bautista Latina
11. We cannot produce different results by doing the
same things we always do
We need to use new methods, show new ideas.
We need to have a innovative approach to the
challenge to increase donor designation.
It is about thinking Smarter, no Harder
and creating innovatively to get
results.
Some statements to highlight…
12. Needfinding is a
process of looking for
new opportunities
Framing. It’s what happens
when you gather a set of
observations and look for
the important patterns.
After you develop some
frames, then the process
turns to Creative
Combination.
Ideas that emerge as
worthy of detailed
study are then
Prototyped.
The Innovation Cycle
30. Associations with organizations
Chambers of Commerce Instituto de Progreso Latino Judge in Miss Illinois Latina
Judge in Miss Cultural Bolivia y Colombia
Chicago Fire
IL. Soccer club
32. Carlos Flores’ new book dedication
You can become a hero when you register
as an organ donor
Register as an organ donor and give the gift of life to
a person and his family.
It only will take a few seconds to register.
38. The truth is that our mission of saving lives is the magic key to open
doors and engage community leaders and the media
We need to create innovative approaches to outreach people we
normally don’t influence in order to increase donor designation
The truth
39. The Innovation Cycle
The goal is to
prototype as quickly
as possible so that
the learning process
can be accelerated
Learning about the edge
may require us to spend
time with people that
we’re not used to being
with, and require us to
understand what may be
a much different
thinking
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.
