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Organ And Tissue Donation

Organ and Tissue Donation in Ontario
Executive Summary

The House of Commons Standing Committee on Health has recently conducted a study and the results are disturbing. The results indicate a severe lack in organ donation and the committee is urging the federal government to increase this awareness. In order for Transplant Ontario to be successful in their efforts the marketing budget has been increased to $320,000 due to excess donations.

For a marketing campaign to be successful and for the awareness of organ donation to be more prominent I have found the following alternatives:

1. Train hospital officials
2. Implement educational seminars
3. Create print media advertising campaign
4. Create outdoor advertising campaign
5. Create radio/television advertising campaign
6. Door to door campaign to promote awareness

My recommendations include training the hospital officials to approach grieving families to discuss the possibility of organ donation. I also recommend that educational seminars be started throughout the major cities within Ontario to help people understand the importance of this critical need. The advertising methods I have recommended consist of outdoor advertising (transit/billboard) and radio.


Problem Statement
The House of Commons Standing Committee on Health conducted a study and the results showed a severe lack of organ donors throughout all provinces and territories in Canada. The committee is now urging the federal government to increase the awareness of organ donation throughout Canada, resulting in how each provincial government will accomplish this task.  
Company Objectives
The main objective for Transplant Ontario is increasing awareness of organ donation and to save lives. In order for this awareness to be effective Transplant Ontario needs to implement a rigorous marketing strategy.
Company Background
In 1988, Multiple Organ Retrieval and Exchange Program of Ontario (M.O.R.E) were formed in an attempt to...