08.11.17
TAKING RESULTS FROM GOOD TO GREAT
THE ANSWER TO INSPIRING RESULTS…
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great â„¢
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great â„¢
Demonstrate actual behaviour
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great ™ Reveal the story in the numbers
Demonstrate actual behaviour
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great ™ Prove the role of marketing beyond reasonable doubt
Demonstrate actual behaviour
Reveal the story in the numbers
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great ™ Prove the role of marketing beyond reasonable doubt
Demonstrate actual behaviour
Reveal the story in the numbers
Make it unforgettable
S.M.A.R.T MARKETING OBJECTIVES Longer-term
Short term
Increase Scottish population on Organ Donor Register
Increase loved ones authorising donation after death
Above 43%
Above 57.4% 2015/16 baseline
POLICY OUTCOMES
Increase annual number of people donating after death
Increase annual number of deceased donor transplants
Above 99
Above 332
2015/16 baseline
Easy to ignore
“AS LONG AS ITS NOT IN MY LITTLE WORLD IT’S IN THE BACKGROUND”
Little sense of urgent need Easy to make excuses
“WHO WOULD WANT MY BITS?”
Little sense of urgent need Easy to make excuses
Positivity vs. guilt tripping
“IT’S LIKE YOUR WORST NIGHTMARE – BEGGING FOR AN ORGAN”
Little sense of urgent need Easy to make excuses
Positivity vs. guilt tripping
“YOU THINK, IF THEY’VE DONE IT, I CAN DO IT” “BE PART OF IT – DO A GOOD THING”
CREATIVE STRATEGY Re-establish urgent need
Tackle myths and excuses
Inspire people to join a positive movement
WE NEED EVERYBODY
INTEGRATION STRATEGY PAID TV & Digital Driving registrations
EARNED
OWNED
PR Inspiring positivity
Stakeholders & Social Normalising support
TV at peak times for dualscreening
Digital ads synced to TV spot times
Showed website in TV ad
PAID TV & Digital Driving registrations
EARNED
OWNED
PR Inspiring positivity
Stakeholders & Social Normalising support
PAID TV & Digital Driving registrations
EARNED
OWNED
PR Inspiring positivity
Stakeholders & Social Normalising support
Scottish population on Organ Donor Register Target: Above 43% Achieved: 45% April 2017
Deceased donor authorisation rate Target: Above 57.4% Achieved: 64.4%
2016/17 Q3
Annual number of people donating after death Target: Achieved:
Above 99 133 2016/17
Annual number of deceased donor transplants Target: Achieved:
Above 332 348 2016/17
SCOTLAND WAS OUTPERFORMING THE UK 50 40
35
37
39
44
30 20 10 0 Q3 2016/17 % pop on ODR England
Wales
NI
Scotland
Website registrations up by almost a fifth yearon-year (+19.6%)
DISCOUNTING OTHER FACTORS
A/B testing
Cost per response
40% less budget
ORGAN DONATION ISN’T ABOUT SAVING THE NHS MONEY
“I HAVE A FUTURE THANKS TO THE DECISION MADE BY MY DONOR AND THEIR FAMILY. UNDOUBTEDLY THE AWARENESS CREATED BY THIS CAMPAIGN WILL GO ON TO TRANSFORM MANY MORE LIVES, SOMETHING I FEEL VERY PROUD TO HAVE BEEN PART OF.” GORDON HUTCHISON
The Attenborough-Clooney-Ahmed-Rowling Model Of Taking Results From Good To Great ™ Prove the role of marketing beyond reasonable doubt
Demonstrate actual behaviour
Reveal the story in the numbers
Make it unforgettable
Leith 37 The Shore Edinburgh EH6 6QU 0131 561 8600 leith.co.uk
GOOD LUCK! @theamcgovern