WPFL Diversity Challenge Commitment To raise organ and tissue donation awareness, dispel myths, and increase Ohio Donor Registry enrollments within the African American community, Life Connection of Ohio’s Dayton Regional Office partnered with local urban media outlets to create a campaign to begin the last week of July and run the entire month of August.

The beginning Working with Radio One to co sponsor 2 NMDAD events: Russ Parr Back to School Tour and free Jazz/R&B concert Contacted by reporter from Dayton Daily News - friend had received a kidney transplant - needed a few quotes/stats from OPO July 1 Headline: Newsman’s big story is his own kidney transplant Don Black, owner and publisher of the Dayton Weekly News, the newspaper serving Dayton's African American community for more than 30 years. The living donor was his son Donerik Black.

The Collaboration

Radio Link to Ohio Donor Registry from station websites Russ Parr Back to school tour-500 attendees Free outdoor Jazz R&B concert attendees 2 :60 ads featuring Donerik Black promoting donation and events Added Value PSA’s given by station ran 4 weeks WDHT listeners: 68,300 WROU listeners: 50,500 Radio interview Sunday am talk show WROU 2800 listeners WDHT 2100 listeners

Print Weekly feature article on donation/transplantation ¼ page ads 18,000 Weekly subscribers 4,000 additional sold at retail outlets Average 2.5 readers per paid newspaper

WPFL Diversity Challenge What we learned National Ad Campaign research results were reflected in our community Local newsman and son’s story created a buzz Other opportunities became available through the radio ads The campaign inspired individuals to join our newly formed AA Task Force Local African American community needs ongoing information presented by recognized and trusted members of their community Onsite donor drives did not achieve the results we had hoped HOWEVER…

Urban ODR Enrollment

ODR Enrollment Increases August 2006 compared to June 2006 Site 5751: 16.6% Site 5758: 17.4% Site 5765: 2.3% August 2006 compared to August 2005 Site 5751: 34.6% Site 5758: 2.8% Site 5765: 3.4%

Next Steps Continue partnership with Radio One Further outreach through Dayton Weekly News Invite both to join 100 Million ADD Seek ongoing support from task force members to identify new avenues and champions in the community