The more we talk to experts from the field (transplant surgeons, medical staff, patients, etc.) the more we learn about the process. Most importantly, we realize now that it is not alone sufficient to register as an organ donor. In the situation of an accident, one's family will always be consulted and still remains the right to refuse organ donations. Hence, it is crucial that organ donors talk to their families and explain their choice to them so their loved ones will know what decision to make. We will integrate this insight into the campaign message.
Furthermore we have learned how donor and conversion rates differ among different cultural backgrounds. A strong predictor of a low organ donor penetration in a community is its share of 1st generation immigrants. That is why donor rates are especially low for Chinese and other Asian groups. However, other minorities like African-Americans and Latinos also have a comparably low donor rate. Since organ matches are usually found within one's ethnicity, this poses a major problems for the members of these minorities. Hence, we will make it a focuspoint of the campaign to address the most critical minorities in a targeted manner.
This weekend, our first "real" campaign video will go online. Other than that, we continue to work on all fronts, learn a lot and finetune our approach.
See you soon and thank you for the overwhelming support!