WASHINGTON: The Health Resources and Services Administration is augmenting its outreach to black and Latino consumers and senior citizens to increase the number of organ donors.
The administration is an agency of the US Department of Health and Human Services. Crosby Marketing Communications will manage the campaign after the agency picked up a third option on a five-year contract with the firm that is worth just more than $1.2 million.
The federal agency will increase the amount of social media it uses on this initiative, said Raymond Crosby, president of Crosby Marketing.
“Digital tools provided a great way to do some more in-depth storytelling,” Crosby said. At the same time, the firm will perform traditional media outreach and seek strategic partnerships.
The federal agency also wants to get more people over the age of 50 to become donors and correct misconceptions about organ donation.
“There is as myth out there among older adults that once you get older, it's not appropriate to become an organ donor, and that is actually incorrect,” said Crosby.
To reach consumers over 50, Crosby is launching a print, radio, and TV campaign with both earned and paid elements, he said, adding that of all eligible adults in the US, only 40% to 45% are donors.
In January, Donate Life America, an organization promoting organ, eye, and tissue donation, launched the “20 Million in 2012” campaign with the goal of drastically increasing the number of consumers on state donor registries.