NHS Organ Donation Campaign — Learn Social Media By Example

Social Media Campaign Stat Box

: NHS Organ Donation Campaign

: Products and services

: http://www.nhsbt.nhs.uk, http://www.organdonation.nhs.uk, http://www.blood.co.uk

: Facebook, Twitter

: Everyone

: Emotional & awareness

: Autumn, 2009

: Ongoing

NHS Blood and Transplant helps save thousands of lives every year.

Each year, around 3,000 people in the UK benefit from an organ transplant. But more than 9,000 people currently need a transplant to save or dramatically improve their lives. Sadly, around 1,000 die each year before a suitable donated organ becomes available.

Idea & Objectives:

Organ Donation Logo

Organ Donation Logo

As one of the three arms of NHSBT, ODT’s key role is to ensure that organs donated for transplant are matched and allocated to patients in a fair and unbiased way. Matching, particularly in the case of kidneys, is so important that donation and allocation needs to be organized nationally. The larger the pool of organs, the better the likelihood there is of a good match.

The NHS Organ Donation Campaign aims to increase the number of people on the NHS Organ Donor Register. The need for organ donors never stops.

If you believe in organ donation, this campaign is the way for you to prove it!

Buzz Generated:

The campaign’s Facebook Fan page currently has +27,000 active, engaging fans who share their experiences sincerely and fully support the cause:

From the Facebook Fan Page

From the Facebook Fan Page

…. but only 552 followers on its Twitter account, with not much attention for the #giveblood hashtag being circulated by the account owner.

NHSBT's Twitter Page

NHSBT's Twitter Page

As a result of this campaign and further offline marketing efforts, more than 16.4 million people have joined the NHS Organ Donor Register.

Lessons Learned:

I have always viewed organ donation as a very controversial issue. The way I saw it was: Sure, I’d love for other people to able to benefit from me after my death in any way possible however, the idea of being sliced up after I die kind of freaks me out!

There is where this campaign’s strength comes from: it clearly shows people the great benefits and changes they can make to other people’s lives just by donating their organs. Therefore, they are able to realize the greater good!

What else could be learned from this campaign?

  • When the subject is sensitive, be careful of how you deliver your campaign’s message. It is always important to show the positives and how they weigh heavily against the negatives.
  • Emotional appeal does work if used sincerely and transparently. No one would be interested in donating their organs if they felt that this was a profit-based scheme.
  • Engaging your target audience is a great way to keep them involved in the campaign you are aiming to promote.
  • Simplicity can play a crucial role in getting your message across to your target audience.
  • Proof of credibility is highly required when it comes to campaigns related to medical issues and fund raising.

Finally, I’d like to ask your opinion about the following: What is your view about organ donation: are you for it or against it? Have you ever heard of this campaign? And do you think that so much more could be done to spread the cause?

Looking forward to your insights and comments down below :)

: 5/5
: 5/5
: 4/5
: No
: 4/5

Comments and Reactions

  • http://blog.thoughtpick.com M.Bamieh

    Great cause but the campaign needs to find some creative ways to promote organ donation beyond just existence on social media

  • Gloria_mesta

    Now we are beginning to see how their reports are quite a natural reaction, and probably part of a necessary evolution with regard to live organ donations… and especially non-directed live organ donations normaly in various types of cancer. We are also seeing how this reaction is not terribly different from what many other undirected organ donors have experienced, from the media, the general public, government bodies, and sometimes even friends and relatives.

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