Countdown to organ donation changes in Wales.

1. Cyfri’r dyddiau cyn newid y drefn rhoi organauyng Nghymru. Countdown to organ donationchanges in Wales.

2. Who’s Who – The Agencies • Cambrensis Communications – PR & Media • GolleySlater – Advertising & Creative • Coup Media – Digital & Social Media • Cognition Associates: BME and Faith Engagement

3. The New Law • To increase the consent rates for organ donation, by creating a culture in Wales where organ donation becomes the ‘norm’. Role of the Communications • To inform people of Wales the legislation is changing and why • Explain the options under the new legislation and signpost opportunities on how to register an opt-in or opt-out decision should people wish to do so • Encourage clarification of organ donation decisions and to share these decisions with family and friends

4. Communicating with the public • Communications being undertaken on two levels: • Mass media • Specific engagement work with ‘hard to reach’ groups or those who may have additional needs • People will be given plenty of time to decide whether or not to register an express wish and be encouraged to talk to their families

5. Campaign Theme • IT’S ABOUT TIME • Inspired by the fact that 36 people in Wales died last year whilst waiting for an organ donation. • Reflects the fact that peoples’ lives are ‘on-a-clock’, and the threat of time running out remains constant until a donor is found. • It’s now TIME to change the way we become organ donors in Wales

6. Campaign Theme Flexible messaging throughout the next 18 months Phase 1: Dec 2013 – March. Time to Think about Organ Donation Phase 2: April 2014 – Dec 2014. Time to Talk about Organ Donation Phase 3: Jan 2015 – May 2015. It’ll Soon be Time to be Clear on Organ Donation Phase 4: June 2015 – Dec 2015. Time to Choose about Organ Donation Phase 5: Dec 2015 Onwards. There’s Always Time to be Clear

7. Messaging matrix

8. Research • Independent research was conducted 14th October – 4thNovember • Participants were generally aware of the change in legislation but there was misunderstanding over the details • Research confirmed that the campaign creative successfully communicates the importance of donation • It identified a need for the creative to incorporate details such as the date of the change and the choices available at an early stage in the campaign and this change has been incorporated into the campaign • The need to strengthen messaging about the role of family was identified by both the public and stakeholders and this has resulted in the Time to Talk Phase 2 creative

9. Communications plan – Year 1 / Phase 1 • December – March 2014: PHASE 1 IT’S TIME TO THINK • Press advertising: including Western Mail, Metro, South Wales Echo, Cambrian News, Big Issue Cymru, Golwg, South Wales Argus, Western Telegraph, Carmarthen Journal, Daily Post, • Radio: including Real Radio, Capital South Wales, Radio Carmarthenshire, The Wave, Bridge FM • Online: Display network across Wales, plus Welsh press websites, the guardian.co.uk, telegraph.co.uk, dailymail.co.uk and Facebook

10. Communications plan – Phase 1

11. Communications plan – Phase 1

12. Communications plan – Phase 1

13. Communications plan – Phase 2 • June – August 2014: IT’S TIME TO TALK • TV advertising: 30’ TV ads, four weeks. Stations include ITV1 Wales, S4C, Sky Adsmart, ITV Player, 4OD. Two creative executions, to be discussed in more detail in later slides. • Radio: 2 weeks June/July • Online: Displaynetwork across Wales for one week, plus Welsh press websites, the guardian.co.uk, telegraph.co.uk, dailymail.co.uk and Facebook • Outdoor: Bus shelter interiors for 2 weeks

14. Communications plan – Phase 2 • Sep – Dec 2014: IT’S TIME TO TALK • TV advertising: 30’ TV ad, four weeks in October. Stations include ITV1 Wales, S4C, Sky Adsmart, ITV Player, 4OD. • Radio: November • Online: Displaynetwork across Wales November - December • Outdoor: • Bus streetliners 4 weeks November • 6 sheets / digital 6 sheets, 2 weeks, across student campuses • Direct mail: eDM via UCAS to all students who have accepted a place in a Welsh university and live outside of Wales

15. Communications plan – Phase 2 • Jan – March 2014: IT’S COMING • TV advertising: 30’ TV ad, January. Stations include ITV1 Wales, S4C, Sky Adsmart, ITV Player, 4OD. • Radio: February • Online: Displaynetwork across Wales February - March

16. Creative: TV Ad Setting the context

17. Creative

18. Creative

19. Creative

20. Creative

21. Creative

22. Creative: TV Ad (2b) Importance of discussing your decision with family

23. Creative

24. Communications plan – Year 3

25. Communications plan – Phase 3 • April – May 2015: IT’S COMING • TV • Radio • Outdoor • Online • Door drop to all households in Wales • Door drop to borders

26. Communications plan – Phase 4 • June – December 2015: IT’S TIME TO CHOOSE • TV • Radio • Outdoor • Online • Press • Direct mail – personalised letter to all adults / households in Wales • Direct mail – borders • Direct mail – personalised letter and eDM to students outside of Wales accepting a place in a Welsh university

27. Communications plan – Phase 5 • Jan – Mar 2016: THERE IS ALWAYS TIME TO CHOOSE • TV • Radio • Outdoor • Online

28. Target audience • Every person in Wales over, or approaching, the age of 18 who currently reside in Wales • In addition to the mass awareness campaign, additional segments have been identified: • Students and their families: those students from outside of Wales, but studying in Welsh universities • Over 55s: highest propoertion of people who will opt out (20%) • C2DEs: lower awareness of the legislation • Border regions: for deemed consent to apply you will need to live and die in Wales, so to ensure you are an organ donor you should register your decision via the ODR • Faith / BME groups

29. Target audience • Deaf community • Blind community • People with learning difficulties • LGBT community: myths and misunderstandings around whether gay men can become organ donors due to the restrictions with blood donation • Refugees and asylum seekers: deemed consent can apply if they can be described as ordinarily resident in Wales for 12 months or more. Failed asylum, seekers cannot be described as ordinarily resident and so their consent cannot be deemed • Vulnerable people (and their carers): deemed consent may apply if the person has sufficient capacity to understanding to understand the concept and implications of not opting out. Differs in every case resulting in an increased need for discussions with the family

30. Summary of current activity • TV: Identifying a director following the receipt of directors’ treatments. Shooting first week in June. • Photography: Identifying a photographer to produce campaign photography • Student communications: Developing communications plan specifically for Students on the UCAS eDM and identifying opportunities to host a stand at freshers fairs Sep ‘14 and ’15 • Social Media Strategy: New Agency to launch with advertising, will include FaceBook app • PR: Transplant Week, Case Studies, Summer Events….. ……….over to Rhodri!

31. PR successes so far… • February 2014 • Omnibus survey story: ‘New survey of organ donation legislation shows awareness and understanding is increasing overall in Wales’. The latest survey showed awareness and understanding continued to increase • March 2014 • Planning underway for Million ODR story and National Transplant Week activities in July • Preparation of new case study material and photography

32. PR successes so far… • April 2014 • Launch of stakeholder e-bulletin, prepared by Cambrensis, which is issued to all stakeholders every other Thursday keeping them up to-date with current organ donation news and campaign activity • Issue of Ella Day case study story • Appointment of social media agency • May 2014 • Issue of Jay Patel case study story • Issue of Million ODR story • Issue of Sophie Washington case study • Launch of Time to Talk initiative for National Transplant Week

33. PR successes so far… • Jay Patel (Cowbridge) • Media Wales: New kidney leads Cowbridge man to call for more donors http://www.walesonline.co.uk/news/health/new-kidney-leads-cowbridge-petrol-7087454 • Glamorgan Gem: How organ donation changed the life of a local business man http://www.barry-today.co.uk/news.cfm?id=15311&headline=How%20organ%20donation%20changed%20the%20life%20of%20a%20local%20businessman) • Asian Image: Kidney Transplant patient: “I’d like to see organ donation talked about more openly http://www.asianimage.co.uk/news/11187080.Kidney_transplant_patient____I___d_like_to_see_organ_donation_being_talked_about_more_openly/

34. Looking forward – what’s coming up? • Millionth person on the Organ Donor Register - Announcement made on Friday 9th May • Launch of media activity Time to Talk events - A news items will be include on the campaign website and sent out to all media offering speakers during NTW

35. National Transplant Week (7-13 July) – Time to Talk 7 events per day over 7 days across 7 Local Health Boards Promoting organ donation and providing accurate information about the new legislation in Wales Tactics • Stakeholder Engagement - Engaging Organ Donation Champions through charities, organ donation case studies and clinical professionals • Community Engagement - Seeking groups and events requiring speakers through PR, social media and direct contact • Bringing the two elements together to create a week of pan-Wales Time to Talk events.

36. Looking forward • Student Activity - Cambrensis will be supporting Golley’s targeted student ad campaign with editorial, social media and web opportunities as well as face-to-face contact through exhibitions at Fresher Week events across Wales in September • Media Campaign Plan for the ‘year to go’ announcement scheduled for 1st December 2014

37. Introducing some more of our case studies…

38. Thank you and happy to answer any questions www.organdonationwales.org www.rhoiorganau.org Cyfri’r dyddiau cyn newid y drefn rhoi organau yngNghymru. Countdown to organdonation changesin Wales.