Attitudes vs. Behaviour

1. Yes I donateInspiring action, conversation and collaboration to deliver a UK revolution in Organ DonationCeri RoseAssistant Director – Digital and Marketing, Communicationsceri.rose@nhsbt.nhs.uk@Ceri_Rose (Twitter)

2. Attitudes vs. Behaviour 87% of the UK public are in favour of organ donation, but consent/authorisation rates are only at 60% Campaigning and education interventions can change public behaviour. England investment this year £1.9m Our principles: Stay focused on outputs and outcomes, constantly trial and change Deliver locally, support nationally Relationships and collaboration: Stakeholders, advocates and registrants

3. The outcome – a revolution Families consent to/authorise Organ Donation on behalf of their loved ones – 57% > 80% Do: Register their wishes And talk about their decision Behaviour Change Think: If I needed a transplant would I take one? Organ donation is normal Feel: Pride in being part of a life saving team. Advocates for organ donation

4. Yes I Donate - objectives • Three campaign objectives: • To increase the number of people on the ODR by at least 50% by 2020 (from a baseline of 20m in 2014), rebalancing it towards people who are older (50+) and from DE socio-economic groups • To stimulate conversations and debate about donation, particularly through leveraging the ODR as a marketing tool and so increase the consent rate to over 80% by 2020 • To present donation as a benefit to families in end-of-life and grieving process

5. The audiences Five main audience groups : Prospective donors BAME Hard pressed, moderate means and urban adversity 50+ Children as change-makers (<18)

6. Learning from 2015 • 50% increase in registrations to the ODR, including a re-balancing of socio economic groups and over 50s • Those approached for donation – 29% are now on the ODR vs. 27% in previous two years • Family conversations have increased from 55% to 63% over the past campaigning year • A large percentage of the UK population have seen donor family stories over the past year and they have prompted them to think about donation

7. Priorities 2016/17Embedding • Hot house pilots - can we reach the 2020 targets in local areas with a sustained campaign • Establish the Winter Wait recruitment campaign • One ‘teachable moment’ conversation campaign in September – involving the re-brand of ‘Transplant Week’ to Organ Donation Week and focusing on Donation • Develop ‘Sign for Life’ and our football partnerships

8. Priorities 2016/17Embedding • Take ethnic community work into outreach in targeted areas (London and Birmingham) and continue work on the Faith Action Plan • Continue to maximise and proactively find targeted PR, social and case study opportunities • Continue to develop high volume Government transaction links • Embedding ‘always on’ successful acquisition/conversation channels, eg email, paid digital advertising, commercial partners, the donor card • Promote and seed the education materials and further pilot how we may reach young people as agents for change in family units.

9. New activity in 2016/17 • Develop more digital assets and campaigns around myths and barriers and improve distribution further to share learning locally • Establish a ‘Summer’ campaign milestone – ‘Waste or Save’ • Develop a seed funding council and communications advisory group to support innovation at a local level under the national campaign brand • Incorporate more interventions to influence public behaviour around tissue donation • Making more of the Organ Donor Register, investing more in relationship management with registrants

10. Partnerships • Daily Mail – 2.5 Million donor cards included in Daily Mail • Government Links – end of transaction prompts (Gov.uk/ EHIC) • Increase in partner support from a wide variety of organisations - Tinder • Since April – Partnerships have accounted for 68% of all registrations for organ donation

11. Education Resources • We have produced a downloadable pack of resources to be used by teachers to educate 14-16 year olds on organ donation – utilising young people as change makers to normalise conversations in households • The resources were designed by teachers, education experts and clinicians. • Content includes video footage, case study stories, FAQs, guidance and lesson plans.

12. BAME Focused Activity • We held a workshop for Muslim Scholars in August to look to develop a Fatwa in support of organ donation. This is an ongoing objective but a positive step for organ donation in the Islamic community. • African Caribbean Trials – similar to the hot house pilots we will be running two pilots targeting African Caribbean audiences in Birmingham and Manchester. • Joint blood donation and organ donation campaign – we will also be launching an additional pilot in conjunction with blood marketing in London. This is in planning and aims to launch in Q4 of this financial year.

13. Communication • We attend or update Regional Collabs • Feedback showed that you would like more frequent updates from us and to also know who to contact for any queries. • We have therefore launched a bi-monthly marketing and campaigns bulletin. This will be a joint document and will be as much about sharing the fantastic work you are all doing as well as sharing our campaign and marketing plans. Please do let us know of anything we could include. • We have also allocated each region a Marketing and Campaigns representative – this is your point of contact should you require any support.

14. Thank YouAny questions?