Behaviour Change - an Update

South Central Regional CollaborativeThursday 19th November 2015

Wayne LawleyHead of External Affairs, Communications

The Communications strategy

• Three objectives:

– To increase the number of people on the ODR by at least 50% by 2020 (from a baseline of 20m in 2014), rebalancing it towards people who are older (50+) and from DE socio-economic groups

– To stimulate conversations and debate about donation, particularly through leveraging the ODR as a marketing tool and so increase the consent rate to over 80% by 2020

– To present donation as a benefit to families in end-of-life and grieving process

New Campaign Identity

• We wanted a fresh, creative and eye-catching approach to Behaviour Change

• Research was carried out and the current identity was approved

• This will now replace the previous red arrowed hearts identity

• Identity should include the “Yes” outside of the heart for any activity that could reach Scotland.

Campaigns• National Transplant Week –The key objective of NTW

was to increase conversation. Research following the campaign showed that 50% of people are more likely to talk about organ donation having seen the campaign.

• 31,815 signed up, 96% higher than last NTW, 188% than year on year week.

• Thank you all for your support and contribution

• Winter campaign – “Waiting” is this year’s theme and a number of channels will be used to put people in the shoes of a person waiting for a transplant and unable to participate in normal life.

• The winter campaign will look to recruit a vast number of new registrants to the ODR.

Campaigns continued -

• January – we will continue the campaign with thought provoking messaging following the New Year. The theme is in development but is likely to look at wastage and reciprocity.

• Valentine’s – we will be launching a very small social media campaign for the days surrounding Valentine’s day.

• Sign for Life – will be taking place again in March and aims to be even bigger and better than last year. Many of you last year helped put us in touch with local football club contacts. If you have anybody who you think would be willing to support the campaign please contact our Partnerships team.

Media and PR• Transplant Activity Report – 20th July. The report showed number

of transplants had gone down in 2014-15. However, this motivated people to join and prompted nationwide discussion about organ donation.

• Teddy’s story – the story of baby Teddy, born with anencephaly who sadly wouldn’t survive. We worked with parents Mike Houlston and Jess Evans to share their story of donating his organs. They were also winners of a Pride of Britain award which gave additional coverage

• Channel 5 – “Gift of Life” Three part series highlighting organ donation shown between Oct – Nov 2015

• Launch of the new ODR - 1st July 2015

Partnerships• Daily Mail – 2.5 Million donor cards included in

Daily Mail

• Government Links – end of transaction prompts (Gov.uk/ EHIC)

• Increase in partner support from a wide variety of organisations

• Since April – Partnerships have accounted for 68% of all registrations for organ donation

Social Media and Digital• New website – launched in conjunction with the new ODR.

• Conversion rate has increased to around 50% since the launch of the new site due to better usability and prompts to sign up – conversion from the old site was around 30% per month.

• Engagement has increased on social media, using more emotive case studies, we have seen an increase in 75% of Facebook views.

Stakeholder Engagement

• We have seen a positive engagement for Behaviour Change Activity from MPs and external stakeholders. The bulk of activity sits within campaigns and we saw 14 MPs promote NTW and 5 MPs promote Black History Month in October.

• Throughout National Transplant Week support from MPs resulted in a reach of over 147,000 people on social media.

Internal Communications

• Trialling new comms approaches – working with comms teams in other governments to encourage their staff to get on board with the campaigns such as

• Using our new site for all NHSBT staff ‘Inside NHSBT’ to publish the SNOD blogs.

• Following NTW we asked SNODs for their feedback by asking them to fill in a survey. The results of this survey will help with planning of next year’s event and other Behaviour Change activity.

• For the upcoming Winter campaign we will be encouraging staff to use social media during our winter campaign by highlighting how they can get involved through Connect magazine, TeamTalk, Connect Online and Inside NHSBT.

Hot House Pilots• Two areas

• Nottingham with Leicester, Burton and Derby• Manchester with Rotherham and Salford

• We have carried out a number of initial and scoping meetings with relevant hot house teams. Key insight from these meetings showed that resource was the key thing needed to kick off hot housing.

• We are therefore working with our agency to locate influential stakeholders in the local areas

• We are also working to recruit volunteers to support the breadth of activity. • Kick off will take place in December and will run until March.

• Key activity will include• Outdoor advertising• Social media campaigns• Local Radio partnerships• Direct mail

Education Resources

• We have produced a downloadable pack of resources to be used by teachers to educate 14-16 year olds on organ donation – utilising young people as change makers to normalise conversations in households

• The resources were designed by teachers, education experts and clinicians.

• Content includes video footage, case study stories, FAQs, guidance and lesson plans.

• The resources are planned for release at the end of 2015 and will be fully rolled out early 2016.

BAME Activity• We are working to update our BAME materials in line with the new

creative

• We held a workshop for Muslim Scholars in August to look to develop a Fatwa in support of organ donation. This is an ongoing objective but a positive step for organ donation in the Islamic community.

• African Caribbean Trials – similar to the hot house pilots we will be running two pilots targeting African Caribbean audiences in Birmingham and Manchester. This will be launched with two stakeholder workshops, Birmingham on 12th Nov and Manchester on 19th Nov.

• Joint blood donation and organ donation campaign – we will also be launching an additional pilot in conjunction with blood marketing in London. This is in planning and aims to launch in Q4 of this financial year.

Communication• Following the previous Regional Collaborative meetings we

sent out a survey to all Regional Managers and asked all collaborative members to complete the survey.

• Feedback showed that you would like more frequent updates from us and to also know who to contact for any queries.

• We have therefore launched a bi-monthly marketing and campaigns bulletin. This will be a joint document and will be as much about sharing the fantastic work you are all doing as well as sharing our campaign and marketing plans. Please do let us know of anything we could include.

• We have also allocated each region a Marketing and Campaigns representative – this is your point of contact should you require any support.

• We will send out a further survey following this meeting – please do share your feedback on how we can work more closely with you and support you.

Results!!• Registrations from comms activity Apr-Oct is 101% higher than same

period for last year

• Registrations from digital activity Apr–Oct is 132% higher than same period last year

• Benchmarking research: TNS BRMB

– 50% of people who saw NTW campaign are now more likely to talk about donation with their family.

– The percentage of people who think it's very important to have a conversation has increased from 55% to 63% from Aug 15 to Sept 15.

– Overall those who are positive (very important and quite important) increased by 4% (82% to 86%) in the same period.

Thank you all for your contribution to a really successful start to the Behaviour Change Strategy

Thank You

Any questions?