Promoting Organ Donation – A Winning Experience Kathy Schultz Senior Marketing Consultant, UW Health Trey Schwab Outreach Coordinator, UW Organ and Tissue Donation Suzanne Rasmussen Waitlist Candidate, UW Health Transplant

Our History: Charter Media and UW OTD July 2007: Met with Charter Media to discuss a TV advertising campaign to promote organ donation September 2007: Asked WPS Insurance to sponsor first TV ads and a series of on-demand videos ($60,000 for this package) WPS agreed to underwrite the entire package if Charter agreed to match it by 3:1 ratio – so we would receive $240,000 in paid advertising DONE DEAL! We produced the commercials and were on air by March 2008 (commercials featured our UW OTD staff – great idea from Iowa)

Ads and videos ran statewide for 12 months (March 2008 - March 2009) Saturation campaign – more than 6,000 ads ran Prior to donor registry: Message – sign your license and talk to your family Showed increase in donor designations of 1.5% total (approx. 100,000 new designations) Really difficult to effectively measure results without a donor registry “Priming the pump” for Wisconsin donor registry launch on March 29, 2010

Zoom ahead to 2010: Scripted series of events, campaigns, Transplant Games, etc. to really promote donation for the full year; no advertising ran during this time Fall of 2010 – Met with Charter Media and various potential sponsors to try to find someone to underwrite a new TV campaign; unsuccessful March 2011: Charter’s “contest” to test various combinations of advertising platforms (TV ads, Charter Main Street, on-demand, Music Choice, web advertising)

Charter would donate a large package to a charitable non-profit organization who could return accurate data measurements before, during, and after the campaign Competition with several non-profits (Red Cross, Susan B. Komen, etc.); each met with a Charter sales team and regional managers to present their case UW OTD/organ donation selected in April 2011, just prior to the last Doug Miller Symposium

The Power of One Campaign

Used Every Charter Media Advertising Component: Series of web ads that featured Dottie Digital Choice Music ads Charter Main Street Channel ads

Produced videos for Charter on-demand Selected seven transplant recipients and two wait list candidates/families to feature Produced three TV ads using same recipients/patients General Donation Facts Hockey Grandmother Mechanic

Campaign Timeline Research, planning, graphic design, online ads, and music channels ads start to air: April 2011 Recipient and patient interviews: April - July 2011 Filming and editing TV and videos: September 2011 Production/editing done: December 2011 TV ads ran: December 2011 - April 2012 Campaign ended: April 30, 2012

Results Online ads: Exceeded national averages for click-through rates (.07% vs .03%) Music Choice ads: Increased Dottie’s Facebook likes by 23% Charter Main Street channel ads: Increased Dottie Dolls sales by 183% during campaign Television ads: Online donor designations increased 10.5% during campaign On-demand videos: Viewing rate was 27% higher than the average viewing rate of other on-demand health-related videos

Value Total Value = $130,300 Cost to UW OTD = $0 Internet advertising: 300,000 impressions = $3,600 Music Choice advertising: 6 months = $1,800 Charter Main Street advertising: 4 months = $14,400 Television advertising: Production + 4 month air time = $56,500 On-demand videos: Production + 6 month air time = $54,000 Total Value = $130,300 Cost to UW OTD = $0

How Did This Whole Effort Start?

A physicians assistant at UW Health Transplant was dating someone who worked at Charter Media and she helped to arrange a meeting with him, Kathy, and Trey. Ripple effect still happening six years later!

Transplant Waitlist Candidate Suzanne Rasmussen Transplant Waitlist Candidate