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RELATED INFORMATION
Grant Programs, Project Summaries:
PRINTER FRIENDLY REPORT
Report on the DOT Grant Program 1999–2004 (PDF - 161KB) Report on Promoting Organ Donation through Public Education Campaigns (PDF - 122KB) |
Project Summaries: Media-Based Interventions to Increase Minority Solid Organ DonationFiscal Year 2004
This project used a high-saturation media-plus-grassroots campaign consisting of television, radio, and print PSAs that were alternated with community-based grassroots events, such as Donor Sabbath celebrations in Black churches and other outreach events. In addition, African American-targeted brochures were placed in the offices of African American health practitioners and in all area DMVs.
This project assessed the impact of an untested series of ads while replicating another series of ads in two communities using a two-phase intervention: phase 1 employed prior DoT-funded television and radio ads and Donate Life America Hispanic Campaign television and radio ads along with grassroots community activities; phase 2 employed the best series or combination of ads from phase 1 along with grassroots activities.
This project placed targeted television and radio ads on minority-focused stations and distributed minority-focused donation materials (related to the radio and television ads) at local faith-based organizations and community events. To expand the program's reach, the project included collaboration with African American physicians and medical community.
The Mid-South Transplant Foundation aimed to increase African Americans' willingness to donate by airing television and radio ads on stations with African American audiences. Mid-South also partnered with community organizations at settings/events of interest to African Americans. These included promotional activities at two gospel concerts and two donor card sign-up events, one for college students and the second at the National Civil Rights Museum. All events were promoted using television and radio ads and included live remotes with media personalities broadcasting from the event sites.
The goal of this project was to dispel prevalent donation/transplantation myths prominent in the African American community. Thirty- and 60-second TV/radio spots addressed various myths and were linked to specific community events such as the African American Heritage Awards, The Sharing Network's annual "Hip Hop 4 Life," and National Donor Sabbath, an annual organized outreach effort to New Jersey's African American churches.
This project used television, radio, print, and outdoor media messages and grassroots education in churches, schools, and public events to increase willingness to donate among African Americans. Effectiveness of the interventions in increasing the rate of donor designation of African Americans residing in a seven-county metropolitan area of Minneapolis and St. Paul, MN, was assessed.
This project targeted the African American community with field-tested television and radio ads and print materials to encourage organ donation. Also a part of the campaign were media activities featuring local African American community leaders, celebrities, and religious figures promoting family donation discussions and a community education program that teaches effective family discussion about donation. |
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