This campaign aims to increase organ donation registration in New York by targeting unaware and uninformed communities. Research found 52% of people are aware of but not registered with the New York Organ Donor Network, while 31% are unaware. The campaign will use advertising, social media, and community outreach events featuring donor stories to educate the public and motivate registration, partnering with groups like colleges and Order of the Eastern Star chapters to maximize reach. The goal is to build trust and accessibility around organ donation within priority demographic communities.

1. Presents:
Campaign For:

2. The Approach:
The Approach

3. Research:Research
• Putting the pieces together…
Putting the pieces together. . .

4. Background:
Background
Who?
• The New York Organ Donor Network
What?
Why?

5. Product Analysis

6. Market Analysis:
Transplants are relatively new.
Uninformed public.
Disparities.
High demand.

7. The Consumer:
Recipients
People on the waiting list
Potential donors (Anyone!)

8. Primary Research:
Primary Research:

9. Of the people
we’ve
surveyed…
52% are aware of NYODN but
not a donor.
31% are unaware of NYODN.

10. Of the people we’ve
surveyed…
34% motivated to
become an organ donor.
24% said they needed
to know more before
deciding.
17% said they will
never become an organ
donor.

11. A majority of the
students surveyed…
38% were Hispanic.
37% were Black/African.

12. Strengths
Strengths:
+ History
+ Reputation
+ Large

13. Weak - Weaknesses:
Advertising
- Consent
Weaknesses:
- Unaware

14. Opportunities:
+ Free + Trust
+ Accessibility

15. Threats:
Accessibility
Subject
Rumors

16. Campaign
Proposal:

17. Creative:

18. Tagline:

19. 1st Advertisement:

20. 2nd Advertisement:
The Loved One
Personal
Death not
associated with
the donor

21. 3rd Advertisement:

22. Social Media:

23. Over 170 Followers
Consistent online presence
Tweeted info and all forms of media
related to organ donation
Over 600 Friends
92.8% of people surveyed
use Facebook. (Graphs from
Leave Behind)***

24. Public Relations:

25. Media Objectives:
Increase presence in target
demographic communities.
Design event around NYODN
centered around community.
Inform public of NYODN and
increase registration.

26. Outreach:
Print Broadcast Online
Long Lead Radio Blogs
Short Lead Podcast Online News
Niche/Specialty

27. Media Placements:

28. Preparation
Events: Outreach
Affiliations

29. Affiliation:
Additional event through
CCNY and Greek life.

30. Bake Sale:
Promotion.
Fund Raiser.
Raised Awareness.

31. Order of The Eastern Star.
OES spans 10,000 chapters in
twenty countries – with at least one
Grand Chapter in each state of the
US.
300 (average # of members per Grand Chapter)
x
50 states =
150,000 people who received our information*
*(at the very least. Some chapters contain more members than
others).

32. Event:

33. Activities:

34. Our Speaker:
Donald Arthur
Heart transplant
recipient.
Has run 27
marathons in 16
states since his
transplant.
Active in minority
communities to raise
awareness about
organ donation.

35. Our Sponsors:
august silk

36. Results:
Impressions made.
Affiliations.

37. Recommendations:
Recommendations.

38. Conclusion
Thank you!