Don't hold back : let's talk organ donation

Don’t Hold Back is a communication campaign that encourages young adults aged 21 to 29 to initiate conversations on deceased organ donation with their families. Although all Singaporeans and Permanent Residents are deemed deceased organ donors under the Human Organ Transplant Act (HOTA) upon turning...

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Main Authors: Ee, Xue Jing, Chua, Hannah, Lau, Hannah Ee Ian, Yap, Hsin Chen
Other Authors: Kim Hye Kyung
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2021
Subjects:
Online Access:https://hdl.handle.net/10356/147181
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1471812023-03-05T16:06:01Z Don't hold back : let's talk organ donation Ee, Xue Jing Chua, Hannah Lau, Hannah Ee Ian Yap, Hsin Chen Kim Hye Kyung Wee Kim Wee School of Communication and Information HKKim@ntu.edu.sg Social sciences::Communication Don’t Hold Back is a communication campaign that encourages young adults aged 21 to 29 to initiate conversations on deceased organ donation with their families. Although all Singaporeans and Permanent Residents are deemed deceased organ donors under the Human Organ Transplant Act (HOTA) upon turning 21, many are unfamiliar with it and raise objections to the retrieval of organs for their deceased family members. The campaign addresses the issue by creating more conversations within families so that there is clarity and certainty over the deceased’s wishes when organ donation is brought up, therefore reducing the emotional stress faced by family members acting as proxy-decision makers. With more conversations, a ripple effect on enhancing the quality of Singapore’s organ donor pool may be achieved. The fully digital campaign ran from December 2020 to March 2021 and successfully increased the number of conversations on deceased organ donation by 4.8%, intention to do so by 33.9%, and perceived relevance of the issue by 10.2%. Based on the Theory of Planned Behaviour and formative research to understand our target audience, we developed an effective strategy using triggers to create opportunities for such conversations to arise in families. These triggers include engaging videos, relatable comic strips and human interest stories that act as cues to action. This paper details the campaign process from conception to conclusion, and recommendations to guide further campaigns and studies on increasing deceased organ donation rates in Singapore. Bachelor of Communication Studies 2021-03-25T06:57:27Z 2021-03-25T06:57:27Z 2021 Final Year Project (FYP) Ee, X. J., Chua, H., Lau, H. E. I. & Yap, H. C. (2021). Don't hold back : let's talk organ donation. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/147181 https://hdl.handle.net/10356/147181 en CS/20/026 application/pdf application/pdf application/pdf text/html Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
spellingShingle Social sciences::Communication
Ee, Xue Jing
Chua, Hannah
Lau, Hannah Ee Ian
Yap, Hsin Chen
Don't hold back : let's talk organ donation
description Don’t Hold Back is a communication campaign that encourages young adults aged 21 to 29 to initiate conversations on deceased organ donation with their families. Although all Singaporeans and Permanent Residents are deemed deceased organ donors under the Human Organ Transplant Act (HOTA) upon turning 21, many are unfamiliar with it and raise objections to the retrieval of organs for their deceased family members. The campaign addresses the issue by creating more conversations within families so that there is clarity and certainty over the deceased’s wishes when organ donation is brought up, therefore reducing the emotional stress faced by family members acting as proxy-decision makers. With more conversations, a ripple effect on enhancing the quality of Singapore’s organ donor pool may be achieved. The fully digital campaign ran from December 2020 to March 2021 and successfully increased the number of conversations on deceased organ donation by 4.8%, intention to do so by 33.9%, and perceived relevance of the issue by 10.2%. Based on the Theory of Planned Behaviour and formative research to understand our target audience, we developed an effective strategy using triggers to create opportunities for such conversations to arise in families. These triggers include engaging videos, relatable comic strips and human interest stories that act as cues to action. This paper details the campaign process from conception to conclusion, and recommendations to guide further campaigns and studies on increasing deceased organ donation rates in Singapore.
author2 Kim Hye Kyung
author_facet Kim Hye Kyung
Ee, Xue Jing
Chua, Hannah
Lau, Hannah Ee Ian
Yap, Hsin Chen
format Final Year Project
author Ee, Xue Jing
Chua, Hannah
Lau, Hannah Ee Ian
Yap, Hsin Chen
author_sort Ee, Xue Jing
title Don't hold back : let's talk organ donation
title_short Don't hold back : let's talk organ donation
title_full Don't hold back : let's talk organ donation
title_fullStr Don't hold back : let's talk organ donation
title_full_unstemmed Don't hold back : let's talk organ donation
title_sort don't hold back : let's talk organ donation
publisher Nanyang Technological University
publishDate 2021
url https://hdl.handle.net/10356/147181
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