Targeting a new audience for Organ Donor Register (ODR)

Hands up if you are in favour of organ donation.

Keep your hands up if you’re on the Organ Donor Register...

91%Not opposed to organ donation

in principle

We say we’re happy to give and take...

76%Would accept

organ from deceased donor if

needed one

Source: NHSBT/ Synovate: Public awareness of and support for organ donation in the UK Survey: July 2009

33%Scottish population

on the ODR

In reality, we don’t get round to it

620Waiting for an

organ transplant in 2009

Source: NHSBT

Organ donor recruitment has a long track record

1971 1994

National Database: ODRKidney Donor Cards

But the pressure was on to increase recruitment

2005

Government set target to double registration to 25 million on the ODR by 2013.

Presumed Consent Review (2009)

Positive opt-in under scrutiny

24 European Countries employ Opt-Out

33% Donor Rate

12% Donor Rate

Get more people on the register!

+100,000 per year in Scotland

Simple challenge...

Approaching the recruitment challenge using direct marketing

Existing marketing effort in ScotlandPersuade by dramatising need ‘Push’ to sign up

Introduce DM to the mixAccept that at a basic level audience is persuadedRemove barriers to sign-upTarget directly

Why?Leading recruitment sources = ‘tick-box’ exercisesSpontaneous, in the moment

41%

37%

7%

Source: NHSBT

Why?Tackle the reluctance of the older generation to register

0%

5%

10%

15%

20%

25%

30%

12-20 21-30 31-40 41-50 51-60 61-70 71+

Current age

% p

rofi

le Scottish ODRRegister 2008

2008/9registrations viamarketingchannels (web/tel)

Source: NHSBT ODR

Younger people are tomorrow’s donors. OLDER PEOPLE ARE TODAY’S.

77% of donors – including 40% from

over 60’s

Over 40’s

Only 23% of donors

Under 40’s

Source: NHSBT ODR

Highlight that even those in

their 70’s, 80’s or older can

be successful donors

 

Highlight almost everyone is

healthy enough to be a donor

Our approach: Tackling myths

OD is for young people

 

OD is for healthy, fit people

Research confirms the widely held view that people “don’t qualify through being too old or too ill” (NHSBT Synovate Research study 2009)

Focus communication on making it quick and easy to act

Stimulate action by highlighting the urgent, immediate need

Our approach: Removing barriers

The hassle factor

Remoteness & lack of immediacy

“easy to ignore… little or no personal consequence to not acting”

“45% of people claim they would register on the ODR there and then (if given the opportunity)”(NHSBT Synovate Research study 2009)

MGM by pushing the sign up of family and friends

Test whether ‘official’ NHS Scotland branding works better than ODR branding

Our approach: Spotting opportunities

Member get member

The power of the NHS

Leads sourcingTest population types ‘more likely’ to register Create a benchmark

In combination with a general population

leads source to act as a benchmark

Source list of people living active lifestyles or who are medical charity donors

Phase 1 – three routes

ODR barrier tackling letter

‘official’ NHS letter

ODR barrier tackling postcard

5.5%12.7%

14.0%

Phase 2 – two routes

‘official’ NHS letter + additional MGM boxes

‘Spare Clare’ letter – integrating with the TV campaign

7.8%

12.0%

Shifting the age profile to an older registrant

0%

5%

10%

15%

20%

25%

30%

12-20 21-30 31-40 41-50 51-60 61-70 71+

Scottish ODR Register 2008

2008/9 registrations viamarketing channels (web/tel)

Direct Mail campaign recruits

Rolled out best performing mailing and lists for rest of 2010...

DM campaign in total:

Mailed: 325,537

Recruits: 35,581

including 15,756 MGM

10.9%

...programme now rolled out on an ongoing basis

Dispels myths – almost anyone can be a donor

Quick & easy response

Urgency of need

Encourages family & friends sign-up

Exploits the power of official mail

Response built on insight

"We were keen to introduce direct mail as a potential channel…expertise in data analysis and interpretation had a really positive impact across the campaign. The insights provided focused our targeting and led to some great results…not only added significant scale but also recruited older age groups who were less likely to respond through other channels and were our key target group".     

Jonathan Roper, Strategic Marketing UnitThe Scottish Government

Three Gold Awards Winner:•Brightest Star•Social Marketing•Public Sector

Public Sector Award Winner