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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Nanyang Technological University
2021
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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 |
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Social sciences::Communication Ee, Xue Jing Chua, Hannah Lau, Hannah Ee Ian Yap, Hsin Chen Don't hold back : let's talk organ donation |
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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. |
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Kim Hye Kyung |
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Kim Hye Kyung Ee, Xue Jing Chua, Hannah Lau, Hannah Ee Ian Yap, Hsin Chen |
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Final Year Project |
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Ee, Xue Jing Chua, Hannah Lau, Hannah Ee Ian Yap, Hsin Chen |
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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 |
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Don't hold back : let's talk organ donation |
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Don't hold back : let's talk organ donation |
title_sort |
don't hold back : let's talk organ donation |
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Nanyang Technological University |
publishDate |
2021 |
url |
https://hdl.handle.net/10356/147181 |
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1759854527206391808 |