Communities in Transition: Successful Outcomes in Donation Authorization for Multicultural Populations

1. Communities in Transition: Successful Outcomes in Donation Authorization for Multicultural Populations

2. Embracing our DSA Differences Gift of Hope Organ & Tissue Donor Network Kevin Cmunt, President/CEO Jackie D. Lynch, Director, Community Affairs Raiza Mendoza, JD, Hispanic Public Relations & Community Outreach Coordinator

3. Embracing Our DSA Differences Organ Donation & Transplantation Alliance October 16, 2013

4. AuthorizationExcellence • Public Relations • Programs • Secretary of State • Donor Designation • Hospital Development • Hiring & Training • Organizational Staffing Models

5. Minority Outreach • Hispanic Community • Community Development • Building the Gift of Hope Brand • Serving the Community Needs • Energy & Volume • Media (lots of events) • Hispanic Council

6. Minority Community Outreach • African-American Community • Leverage Connections • City, County, State, Hospitals, Community • Focus on Registrations • African-American Task Force • Targeted Education • Churches, Midnight Basketball

7. Positioning your OPO in the Community Raiza Mendoza Hispanic Public Relations & Community Outreach Coordinator

8. Understanding the Latino Community • Known Challenges • Language and communication barrier • High number of undocumented (registration) • High number of uninsured (access) • Myths and native beliefs • Some states donor registry configuration

9. Understanding the Latino Community • Predictable challenges • Community leaders’ own interests • Media stories that capitalize on the sensational • Ignorance about how organ & tissue donation and transplantation work; especially, understanding brain death • Patient confidentiality – sometimes we simply can’t comment

10. Difficult Situations • 2009: Death of an undocumented patient used by community activist to gain national relevance: “Gift of Hope kills the undocumented and sends their cadavers empty to their countries” • January 30, 2011: Huffington Postpublished story about Jesus Navarro, an undocumented immigrant, claiming UC San Francisco Medical Center unwilling to list him for transplant because of his undocumented status, despite private medical insurance • 2012: Chicago hunger strike gets five undocumented patients needed transplants; followed by 2013 hunger strike for 20 more undocumented patients

11. Community Integration • Start with the media: print, radio, television • Connect with community and religious leaders • Don’t forget the politicians, celebrities, etc • We need to be where the community is!

12. Print Media: Constant Presence

13. Radio & TV Radio Shows TV Shows • Sin Censura • Al Paredon • El desinformador • Del pueblo y para el pueblo • Show El Relajo • De Noche con Yenia • Union Latina • Variedades

14. Recognizing the Media

15. Hispanic Hospital & Community Council • Transplant Surgeon & Family Practice Physician • Media (TV, Radio & Print) & TV Personalities • ICU Nurse & Social Worker • Chaplain & Priest • Donor Family & Recipient • Speaker & Author • Marketing Specialist & Software Programmer • Fashion Model • Gift of Hope Staff

16. Community Connections • Religious Leaders • Community Leaders • Political Leaders • Celebrities • Theater and Concert Venues

17. Community Program I • Operation Mission Smile: MisionSonrisa • A Theater Company • A Dance Company • The wish to put a smile on children’s faces

18. The Event • A night of toys and laughter • Celebrities, stylists, reporters, radio personalities, singers, publishers, models, authors, designers and many others who wanted to help

19. Community Program II • A Summer Filled With Hope: Scholarships for Hope • Scholarships for Latino students hoping to attend university/college • A fashion show to raise money for the scholarships

20. The Results • 300 people attended; 7 scholarships awarded • 20+ stories including 12 print and online; 5 radio; and 2 interviews on Univision

21. Community Program III • Heroes for Hope: Real-Life Lifesavers Awards • National Minority Donor Awareness Week Event • Institute of Puerto Rican Arts & Culture • Public personalities, community leaders who save and improve lives in our communities every day • Donor family members

22. The Results • 30+ stories including 15 print/online; 7 radio; 2 TV • Honorees’ web pages

23. Community Program IV • “Today, I Chose to be a Hero” Campaign • Features celebrities and average citizens • Big media response • More celebrities asking to join the program

24. Community Program V • National Hispanic Heritage Month Programs • Bomba for Hope • Dancing for Hope • A Story for Hope

25. Public Relations Campaigns • Soccer Campaigns • Chicago Fire • Mexican League • Mexican Consulate • Hospitals Campaign • National Observances • National Donate Life Month • National Minority Donor Awareness Week • National Hispanic Heritage Month • National Donor Sabbath

26. Leveraging the Connections Jack Lynch Director of Community Affairs

27. What Are We Trying to Achieve? COMMUNITY MEDIA CHURCH CORPORATE

28. Partnerships • Community • Operation PUSH • Community Centers • Currency Exchanges • Dialysis Centers: DaVita, Fresenius

29. Partnerships • Church Outreach • House of Hope • Fellowship Baptist • Mount Calvary • Large Congregations • Radio/TV Ministries • Phone Banks

30. Partnerships • Corporate Outreach • 87th Street Business Association • 100 Black Men

31. Partnerships • Media • Print – Chicago Defender, Citizen • Radio – V103, WVON • TV – WJYS; ABC, NBC, ABC; Prism, My Christian • CBS Telethon

32. On the Horizon • Quarterly Telethons: Beginning Oct. 19 • Partnerships with African American Fraternities and Sororities • Partnership with Chicago Urban League • Partnership with Chicago Public Schools • Collaboration with CCME, IDPH Medical Director

33. This Is What We Are Trying to Achieve COMMUNITY MEDIA CHURCH CORPORATE