50+ Campaign. Any Age is the Right Age People 50+ 99 million in U.S. 20 million believe they are too old to be donors.

50+ Campaign

Any Age is the Right Age

People 50+

• 99 million in U.S.

• 20 million believe they are too old to be donors

The Need

• In 2011, people 50+ were:

– 64% of the waiting list for organs

– 60% of recipients

– 32% of donors

50+ Campaign

• Launched May 2012 by Dr. Howard Koh, HHS Assistant Secretary for Health

• Three Agency Campaign: HRSA/AoA/NIA– Health Resources and Services Administration

(HRSA)

– Administration on Aging (AoA)

– National Institute on Aging (NIA)

• Collaborators– National Association on Area Agencies on Aging

(N4A)

– National Institute of Senior Centers (NISC)

USA Today September 12, 2012

Communications Components

• Traditional Media: Print, Radio, and TV PSAs

– Print: 12-page booklet in English (Spanish at printers); posters; table tents; print articles; articles distributed through NAPS syndication service.

• Online & Social Media: Banner Advertising, Search Engine Marketing Text Ads, Facebook, Webpage and e-card on AoA.gov.

– Videos: Several videos (ranging from 2 to 8 minutes) featuring 50+ recipients, donors, and donor families (See home page, organdonor.gov.) More forthcoming.

Table Tent

Brochure

Posters

Print Ads

PSAs

• Radio spots available in 60-, 30-, and 15-second lengths

• 50+ TV PSAs for release in February for use in April 2013

I

OPOs and Hospitals are Critical to Campaign Success

• Use these materials in your hospitals—great mini-campaign

within the hospital campaign

• Show the videos in your hospitals

• “Like” organdonor.gov’s Facebook page, and repost

information related to 50+ on your Facebook page.

• Include messaging about the need for 50+ donors in all

presentations and materials.

Order Free Materials

Contact the HRSA Information Center

• 1.888.Ask.HRSA

• http://www.ask.hrsa.gov/results_materials.cfm?type=orgdon

Let Us Know How We Can Help You …

Mary L. Ganikos, PhD

Chief, Education Branch

Division of Transplantation

Healthcare Systems Bureau

Health Resources and Services Administration

[email protected]

301.443.8665