Creative Brief for the United Network for Organ Sharing

1. What problem does our advertising need to solve?
The demand for organs exceeds the supply in the African-American community.

2. What is the advertising going to accomplish?
We need to increase the supply of African American organs available for donation by convincing more African Americans to be open to organ donation and to change their donor status. Initially, the advertising is going to begin a dialogue between members of the African American community and their family members about the importance of organ donation. Another goal is to educate African Americans about the process and the need for organ donation. Ideally, they will commit to being donors. The campaign will have an output of 500 informational packets for church leaders along with follow ups with those leaders. Alternatively, the return of 1,000 donor commitment cards would be satisfactory. Eventually, the goal would be to increase the amount of African American organ donors. In two years the goal would be to see an increase in African Americans committed to being donors by 30%. Along with this there will be an increase in donors and shorter waits for people in need of organs.

3. Who are we going to connect with?
Our primary target will be leaders of African American churches. They will have a wide socio-economic and age range. The advertising’s secondary target is going to be African American church goers. Both male and females will be targeted. The age will range from mid twenties to late sixties, because this is the most populous age range for church attendance. By targeting a variety of churches, African Americans from all socio-economic levels will be addressed. A variety of churches will be targeted, but members of the Christian faith will be the largest segment.

4. What are the most insightful things we know about them?
The target audience views themselves as good people. They are a part of a close-knit community and that helps develop their sense of self. They are more willing to believe a peer. They want information presented in a social way, by people they trust. Large corporations or organizations have negative connotations in their society. Like all people they want to see images of what they aspire to be, not what people want them to be. They are very proud of who they are and their culture.

5. What is the single, most effective message we can tell them?
Becoming an organ donor is a way to contribute specifically to the African American community.

6. Why will the target believe this message?
The target will believe this message because it is coming from a credible source. The excuse that it is against their religion or against god’s plan will be addressed. If a preacher is recommending it, the message has more clout. Additionally, preachers should be able to stamp out the rumor that doctors will kill you if you are an organ donor, because a preacher would not send a congregant to their death. When African Americans donate organs they are specifically used for other African Americans. Also, the amount of donors to needed organs is disproportionate within the African American community.

7. What is the best context for this message?
The best context for this message is through the church. The message should be delivered by a pastor or member of the clergy that the congregants trust. Church bulletins being endorsed by a church leader could provide a testimonial. The UNOS brand will be included, but minimally because nothing is being bought or sold. It is simply an educational campaign about something good they can do for their fellow African American.


8. Other important info
The tone of the message will be somber. Organ donation is a serious issue that many members of the audience will be wary of and it is not to be taken lightly.