Part of Me Part of YouMegan Burpo, Katharina Elberti, Shannon O’Dowd

Organ Donation

Increasing awareness for organ donation is vital for correcting misconceptions

and increasing social acceptance of organ and bone marrow donation.

While there are over a million Americans registered as organ donors, there is still an average of 21 individuals dying each day waiting for their organ donation.

Organ donation registry is denied by 38% of licensed drivers whose top concerns revolve around religious beliefs, their health status, and an overall reluctance to trust doctors

Objectives 1Increase the number of legally registered organ donors on Virginia Tech’s

campus by 10% by December 31, 2016.

Objective 2Distribute 10,000 table cards by the end of the

2015 - 2016 academic year.

Objective 3Have the campaign’s

website reach 10,000 visits by

December 31, 2016.

Partofmepartofyou.weebly.com

Campaign Webpage

Summary of Survey1. Most respondents are

registered organ donors because of altruistic feelings

2. Of the respondents that are not registered organ donors, majority said they would register to be organ donor right now

3. When asked about presumed consent, the majority of respondents felt that is was a good policy

4. Of the respondents that did not believe presumed consent was a good policy, majority felt that presumed consent is a violation of their rights

5. A heavy majority showed that most people would only do living donation for loved ones

6. Of the respondents that are not registered organ donors, most would be okay with donating their organs postmortem

7. Most people would donate the organ of a loved one after their demise

Audience Virginia Tech Students

→ Care about physical personal health→ Susceptible to emotion and fear appeals

Audience Segmentation1. Student who are

registered organ donors

2. Students who are not organ donors, but not by choice need more information.

3. Students who are not organ donors, but are interested in become organ donors.

4. Students who are not

organ donors by choice

Diffusion of InnovationEverett Rogers’ theory describes how people adopt new products or ideas. Personality traits influence how people approach new things.

Third-Person Effect TheoryWhen a person lacks information about other affect people’s opinions, he/she thinks others will think and behave as he/she would.

W. Phillips Davison (1982) said people expect mass media messages to affect others (them: third person) more than themselves (us: first person). That belief may lead the first persons to act in mistaken anticipation of the media effect.

Social Exchange Theory

Perceived costs and rewards (effort) of an action predict group behavior.

Costs

Benefits

Message Strategy

Fear Appeals

Emotional Appeals

Theoretical ConstructsSocial Exchange Theory

Third Person Effect

BibDiffusion Image: http://www.smartinsights.com/marketing-planning/marketing-models/diffusion-innovation-model/

Third Person Image: http://lujie.tumblr.com/

Social Exchange Theory: Made in Illustrator

Audience Segmentation: Made in Illustrator

College Student Image: http://holykaw.alltop.com/secrets-of-successful-college-students

Writing Image: https://www.amnesty.org/en/latest/education/2015/12/write-for-rights-how-to-increase-the-impact-of-your-letters/