MICHIGAN DONOR DRIVE A collaborative effort, designed for workplace partnerships, from: Gift of Life Michigan Michigan Health & Hospital Association (MHA) Michigan Secretary of State Michigan Eye-Bank University of Michigan Health System Henry Ford Health System Campbell-Ewald, the nation’s sixth largest agency network, through its association with the University of Michigan Health System.

-1 - CAMPAIGN OVERVIEW The concepts for the organ donation support campaign are designed to promote registration among hospital employees throughout Michigan by debunking the myths commonly associated with the subject. These myths include: The idea that one may be too old Fear that a donor may not get life-saving treatment Concern that the wealthy get priority Worries about the integrity of their body for burial That one’s religion may forbid organ donation Research indicates that these concerns must be addressed to really change minds. By making staff feel more comfortable about signing up for organ and tissue donation, and in turn having them encourage family and friends to do so as well, the intent is to increase registration on the Michigan Organ Donor Registry across the state.

-2 - HOW TO USE THE TOOLKIT The toolkit materials, which were created by Campbell-Ewald, allow partners to customize the Michigan Donor Drive Campaign to fit their needs and to choose from various levels of participation. The core level of the drive could include the following: A campaign letter and/or from the CEO or other leadership person to staff Poster(s) and/or Web banners Electronic e-Hearts that spread the organ and tissue donation message From there, partners can choose additional options, including: Classified ads that tout messages such as “Heart Wanted” Donor stickers, cards and pens Most of the toolkit materials can be easily downloaded and used as is, or customized with your organizational logo. Other materials can be supplied by Gift of Life Michigan, through an order form provided at the back of the toolkit. A final note: Before beginning your campaign, please contact Gift of Life at (800) or That way we can make sure you have the materials you need, answer questions and showcase successful

-3 - TABLE OF CONTENTS A.Sample Letter/Media Release B.Posters C.Electronic Tools D.Additional Ideas/Materials

SAMPLE LETTER & MEDIA RELEASE

-5 - CAMPAIGN LETTER FROM HOSPITAL CEO Use this as a template for a letter or e- mail to staff from the CEO (or other leadership person) to start the campaign. The template includes an optional section that can be customized to your organization if the CEO wants to offer an incentive for participation.

-6 - SAMPLE MEDIA RELEASE Use this as a media release to be used for internal or external publications.

POSTERS The following materials can be downloaded and printed as posters, employee flyers or advertisements for internal publication. The posters can be placed in staff lounges, offices or wherever appropriate to spread the message of saving lives through organ and issue donation.

-8 - AGE MYTH POSTER

-9 - ER DOCTORS MYTH POSTER

-10 - RICH PEOPLE MYTH POSTER

-11 - COSTS NOTHING POSTERS Can be placed in areas where financial transactions take place in hospital like ATMs or cash registers.

-12 - COSTS NOTHING POSTERS Can be placed in areas where financial transactions take place in hospital like ATMs or cash registers.

-13 - WHY NOT? POSTER

-14 - KARMA POSTER

-15 - KARMA POSTER

-16 - HIGHER POWER POSTER

-17 - HIGHER POWER POSTER

ELECTRONIC TOOLS

-19 - ELECTRONIC e-Heart Once staff sign-up on the Michigan Donor Registry, they can send an electronic e-Heart about organ donation to family and friends. The e-Heart states that they have signed up for organ donation and would like the recipient to consider doing the same. It also encourages the person who receives the e-Heart to “pay it forward” with their own e-Hearts to other family and friends.

-20 - HOW TO USE THE e-HEART To add the e-Heart to your website or intranet, there are two methods to choose from: Method 1: Add a link You can add a simple text link anywhere to your website. The linking url for the e-Heart page is: Here is a link you can use to copy and paste into your website page code: Gift of Life Michigan eHeart This will appear on your page as an underlined link: Gift of Life Michigan eHeart Method 2: Add a button Add the following code to your page: This will appear as a linked image that looks like this:

-21 - MISCONCEPTIONS WEB BANNER Several misconceptions fade in and out one at a time, until the last misconception would barely be visible. At the end, a message would appear to encourage people to put an end to misconceptions.

-22 - HOW TO USE THE WEB BANNER To add the Misconceptions banner to your website, you first much choose which banner to use, then add the following code to your page for each banner: 300x250 banner: Add the following EMBED code to the place in your page where you want to add the flash banner: 728x90 banner: Add the following EMBED code to the place in your page where you want to add the flash banner:

-23 - HOW TO USE THE WEB BANNER CONT’D 160x600 banner: Add the following EMBED code to the place in your page where you want to add the flash banner:

ADDITIONAL IDEAS/MATERIALS

-25 - THE CLASSIFIED AD Hospitals with a classified section on their intranet can place a “classified ad” for someone wanting a heart, kidney, lung, etc. Copy can be cut and pasted from the template document and inserted into the appropriate location in the classified section.

-26 - HEART STICKERS When someone signs up to become a donor, a sticker is applied to their driver’s license. We want to take that heart symbol beyond the wallet or purse and let everyone know organ donation is something to be proud of… Once people sign up on the Michigan Organ Donor Registry, the hospital can give them a large heart sticker (in addition to the one from the Secretary of State that they place on the driver’s license) to display their pride in being an organ and tissue donor. To order stickers, use an order form at the back of this tool kit.

-27 - HEART STICKERS Create organ donation “evangelists” by having staff “Show Some Heart” on their ID badges, charts, etc. Staff can demonstrate how many additional friends and family they’ve helped sign-up by “racking up the heart” stickers on their ID badges.

-28 - DONOR WALL CARDS Hospital can give staff who sign up to be an organ and tissue donor a recognition card. Cards can be lined-up side-by-side starting in the lobby, stretching all over the hospital to show the widespread participation of the staff.

-29 - “SHOW SOME HEART” DONOR WALL Heart-shaped “Donor Wall” could show the name cards of those who have signed up to be an organ donor. Can show some friendly rivalry by being arranged by department or area hospitals.

-30 - DETECT EXCUSES BROCHURE This brochure would tell how to detect if someone is suffering from organ donation excuses. Each hospital can overprint with its own logo.

-31 - DONOR CARDS/PENS Pens and donation cards that can be handed out to staff on the morning of kick off. To order pens, please see the order form at the back of the tool kit. *Actual pen to be determined

Michigan Donor Drive Campaign Order Form Please provide the following information so we can send you additional support materials, answer any questions and improve the campaign. Hospital/Institution name: Address/City:State/Zip: Contact person:Phone: Expected campaign period (begin/end dates): Groups targeted:  Staff  Board Members  Friends/family  Volunteers  Visitors  Other ________ Estimated number of people campaign will reach: Items you intend to use:  Letter from hospital leader  Sample article/news release  Posters  E-hearts  Web banner  Stickers  Donor wall cards Where will you display campaign materials:  /Web  Bulletin Boards  Cafeteria  Lounge  Other _________ May we contact regarding your campaign for possible campaign testimony for our website and report publications?  Yes  No Qty ItemDescription Donor Registry bro- chures Answers common questions, includes postage-paid registry form PensGift of Life Michigan pen Donor Drive stickers Stickers that show your support for organ and tissue donation. Additional free support materials Mail to: Gift of Life, 2203 Platt Road, Ann Arbor MI 48104; fax to: , Attn: Public Education Department; or to Call if you have