MICHIGAN DONOR DRIVE

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MICHIGAN DONOR DRIVE

• A collaborative effort, designed for workplace
  partnerships, from
• Gift of Life Michigan
• Michigan Health Hospital Association (MHA)
• Michigan Secretary of State
• Michigan Eye-Bank
• University of Michigan Health System
• Henry Ford Health System
• Campbell-Ewald, the nations sixth largest agency
  network, through its association with the
  University of Michigan Health System.

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CAMPAIGN OVERVIEW

• The concepts for the organ and tissue donation
  support campaign are designed to promote
  registration among hospital employees throughout
  Michigan by debunking the myths commonly
  associated with the subject. These myths
  include
• The idea that one may be too old
• Fear that a donor may not get life-saving
  treatment
• Concern that the wealthy get priority
• Worries about the integrity of their body for
  burial
• That ones religion may forbid organ donation
• Research indicates that these concerns must be
  addressed to really change minds. By making
  staff feel more comfortable about signing up for
  organ and tissue donation, and in turn having
  them encourage family and friends to do so as
  well, the intent is to increase registration on
  the Michigan Organ Donor Registry across the
  state.

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HOW TO USE THE TOOLKIT

• The toolkit materials, which were created by
  Campbell-Ewald, allow partners to customize the
  Michigan Donor Drive Campaign to fit their needs
  and to choose from various levels of
  participation.
• The core level of the drive could include the
  following
• A campaign letter and/or e-mail from the CEO or
  other leadership person to staff
• Poster(s) and/or Web banners
• Electronic e-Hearts that spread the organ and
  tissue donation message
• From there, partners can choose additional
  options, including
• Classified ads that tout messages such as Heart
  Wanted
• Donor stickers, cards and pens
• Most of the toolkit materials can be easily
  downloaded and used as is, or customized with
  your organizational logo. Other materials can be
  supplied by Gift of Life Michigan, through an
  order form provided at the back of the toolkit.
• A final note Before beginning your campaign,
  please contact Gift of Life at [phone] or
  info_at_giftoflifemichigan.org. That way we can make
  sure you have the materials you need, answer
  questions and showcase successful campaigns.

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TABLE OF CONTENTS

• Sample Letter/Media Release
• Posters
• Electronic Tools
• Additional Ideas/Materials

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SAMPLE LETTER MEDIA RELEASE
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CAMPAIGN LETTER FROM HOSPITAL CEO

• Use this as a template for a letter or e-mail to
  staff from the CEO (or other leadership person)
  to start the campaign.
• The template includes an optional section that
  can be customized to your organization if the CEO
  wants to offer an incentive for participation.

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SAMPLE MEDIA RELEASE

• Use this as a media release to be used
  for internal or external publications.

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POSTERS

• The following materials can be downloaded and
  printed as posters, employee flyers or
  advertisements for internal publication.
• The posters can be placed in staff lounges,
  offices or wherever appropriate to spread the
  message of saving lives through organ and issue
  donation.

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AGE MYTH POSTER
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ER DOCTORS MYTH POSTER
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RICH PEOPLE MYTH POSTER
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COSTS NOTHING POSTERS

• Can be placed in areas where financial
  transactions take place in hospital like ATMs or
  cash registers.

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COSTS NOTHING POSTERS

• Can be placed in areas where financial
  transactions take place in hospital like ATMs or
  cash registers.

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WHY NOT? POSTER
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KARMA POSTER
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KARMA POSTER
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HIGHER POWER POSTER
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HIGHER POWER POSTER
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ELECTRONIC TOOLS
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ELECTRONIC e-Heart

• The goal is to get people to sign up on the
  Michigan Organ Donor Registry. Once they do that,
  they can send an electronic e-Heart about organ
  and tissue donation to family and friends.
• The e-Heart states that they have signed up for
  organ donation and would like the recipient to
  consider doing the same. It also encourages the
  person who receives the e-Heart to pay it
  forward with their own e-Hearts to other family
  and friends.

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HOW TO USE THE e-HEART

• To add the e-Heart to your website or intranet,
  there are two methods to choose from
• Method 1 Add a link
• You can add a simple text link anywhere to your
  website. The linking url for the e-Heart page is
  http//eheart.giftoflifemichigan.org. Here is a
  link you can use to copy and paste into your
  website page codelta href"http//eheart.giftoflif
  emichigan.org"gtGift of Life Michigan eHeartlt/agt
• This will appear on your page as an underlined
  link Gift of Life Michigan eHeart
• Method 2 Add a button
• Add the following code to your page lta
  href"http//eheart.giftoflifemichigan.org"gtltimg
  src"http//eheart.giftoflifemichigan.org/campaign
  _support/eheart_button.jpg" alt"Send an eHeart
  from Gift of Life Michigan" width"125"
  height"125" border"0" /gtlt/agt
• This will appear as a linked image that looks
  like this

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MISCONCEPTIONS WEB BANNER

• Several misconceptions fade in and out one at a
  time, until the last misconception would barely
  be visible.
• At the end, a message would appear to encourage
  people to put an end to misconceptions.

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HOW TO USE THE WEB BANNER

• To add the Misconceptions banner to your website,
  you first much choose which banner to use, then
  add the following code to your page for each
  banner

300x250 banner Add the following EMBED code to
the place in your page where you want to add the
flash banner ltobject width"300"
height"250"gtltparam name"movie"
value"splash.swf"gtlt/paramgtltparam name"wmode"
value"transparent"gtlt/paramgtltembed
src"http//eheart.giftoflifemichigan.org/campaign
_support/gol_misconceptions_300x250.swf"
type"application/x-shockwave-flash"
wmode"transparent" width"300"
height"250"gtlt/embedgtlt/objectgt
728x90 banner Add the following EMBED code to
the place in your page where you want to add the
flash banner ltobject width"728"
height"90"gtltparam name"movie"
value"splash.swf"gtlt/paramgtltparam name"wmode"
value"transparent"gtlt/paramgtltembed
src"http//eheart.giftoflifemichigan.org/campaign
_support/gol_misconceptions_728x90.swf"
type"application/x-shockwave-flash"
wmode"transparent" width"728"
height"90"gtlt/embedgtlt/objectgt
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HOW TO USE THE WEB BANNER CONTD
160x600 banner Add the following EMBED code to
the place in your page where you want to add the
flash banner ltobject width"160"
height"600"gtltparam name"movie"
value"splash.swf"gtlt/paramgtltparam name"wmode"
value"transparent"gtlt/paramgtltembed
src"http//eheart.giftoflifemichigan.org/campaign
_support/gol_misconceptions_160x600.swf"
type"application/x-shockwave-flash"
wmode"transparent" width"160"
height"600"gtlt/embedgtlt/objectgt
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ADDITIONAL IDEAS/MATERIALS
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THE CLASSIFIED AD

• Hospitals with a classified section on their
  intranet can place a classified ad for someone
  wanting a heart, kidney, lung, etc.
• Copy can be cut and pasted from the template
  document and inserted into the appropriate
  location in the classified section.

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HEART STICKERS
Once people sign up on the Michigan Organ Donor
Registry, the hospital can give them a large
heart sticker (in addition to the one from the
Secretary of State that they place on the
drivers license) to display their pride in being
an organ and tissue donor. To order stickers, use
an order form at the back of this tool kit.

• When someone signs up to become a donor, a
  sticker is applied to their drivers license.

We want to take that heart symbol beyond the
wallet or purse and let everyone know organ
donation is something to be proud of
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HEART STICKERS

• Create organ donation evangelists by having
  staff Show Some Heart on their ID badges,
  charts, etc.

• Staff can demonstrate how many additional friends
  and family theyve helped sign-up by racking up
  the heart stickers on their ID badges.

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DONOR WALL CARDS

• Hospital can give staff who sign up to be an
  organ and tissue donor a recognition card.
• Cards can be lined-up side-by-side starting in
  the lobby, stretching all over the hospital to
  show the widespread participation of the staff.

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SHOW SOME HEART DONOR WALL

• Heart-shaped Donor Wall could show the name
  cards of those who have signed up to be an organ
  donor.
• Can show some friendly rivalry by being arranged
  by department or area hospitals.

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DETECT EXCUSES BROCHURE

• This brochure would tell how to detect if someone
  is suffering from organ donation excuses.
• Each hospital can overprint with its own logo.

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DONOR CARDS/PENS

• Pens and donation cards that can be handed out to
  staff on the morning of kick off. To order pens,
  please see the order form at the back of the tool
  kit.

Actual pen to be determined
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Michigan Donor DriveCampaign Participation/Order
Form

• Please provide the following information so we
  can send you additional support materials, answer
  any questions and improve the campaign. This form
  is also available as a Word document on
  www.giftoflifemichigan.org.

Additional free support materials
Mail to Gift of Life, 2203 Platt Road, Ann Arbor
MI 48104 fax to 734-973-3133, Attn Public
Education Department or e-mail to
info_at_giftoflifemichigan.org. Call 800-482-4881 if
you have questions.