Objective: To raise awareness of organ donation among African-Caribbeans and encourage people to join the Organ Donor Register.

Strategy: To make an issue of organ donation among the Black communities, by focusing on the key facts – Black people are 3 times as likely to suffer kidney failure and need a transplant, but under 1% of organ donors are Black. Position the Organ Donor Register as the solution, and encourage people to make up their own mind to join. These would help battle low awareness of the issue, and many barriers.

Campaign: A special leaflet “Why every Black person needs to know about Organ Donation” was created, containing the key facts and arguments. Distribution was secured through Boots outlets in key areas as well as community and social centres, educational establishments, health centres and clinics, cafes and restaurants, barbershops and other outlets. An advertising campaign was developed, led by outdoor posters and radio to direct people to the leaflet; supported by other elements e.g. salon media (barbershops), postcards in cinemas, a TV infomercial, online activity, PR etc. The campaign was underpinned by the strapline and call to action “Be part of the solution”. Key areas were Greater London and West Midlands, targeting areas of high black population within these key regions. Specific targeting of opinion leaders and influencers included media activity (e.g. Voice, New Nation, Choice FM) including tailored initiatives (e.g. phone-in programme, designer T-shirts), health professionals/staff (hospitals, clinics) including a roadshow about the campaign, and cultural influencers e.g. DJs, including targeted mailings (record sleeves).

Results: Pre and post quantitative tracking showed significant increases in awareness and recall of the campaign. The research showed that the campaign contained persuasive messages, and those recalling the campaign showed significant increases in propensity to action. The campaign successfully communicated the key facts and was helping to break down negative barriers. It also armed advocates and influencers such as media experts and health workers with the information they needed to make a difference. There were also increases in numbers of Black people joining the Register from a low base (over 300% increases in the first period of the campaign). This was a very positive start to a campaign that by its nature also requires longer-term exposure.