Features and Impact of Fortis Healthcare Limited- New Delhi Television ‘More To Give’ Campaign to Promote Deceased Organ Donation in India


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Abstract

IntroductionOrgan Donation Rate (ODR) in India is low at 0.8 per million. Need was felt for a sustained countrywide campaign to promote organ donation.MethodsAn 8-month long (July 2016 to Feb 2017) campaign to promote organ donation was planned by Fortis Healthcare Limited, Asia’s largest network of hospitals, and NDTV, India’s leading television company. An organ donation anthem was released in Hindi and a renowned movie star became the brand ambassador. ‘Wall of Tribute’ to honor organ donors was installed in 7 cities. Donor and recipient stories and panel discussions with experts in organ donation, transplant surgeons, religious leaders and disabled war veterans who pledged organs were televised thrice a week during peak viewing hours and over weekends. National conference on ‘Best practices in organ and tissue donation’ was organized under the aegis of ISODP and National Organ and Tissue Transplant Organization (NOTTO). Awareness talks were organized in schools, colleges, universities, residential societies and corporates. A simultaneous walkathon was held in New Delhi, Gurugram, Mumbai, Chennai and Mohali and was televised live. Flash mobs, street plays, puppet shows, rock shows and art competitions were performed in shopping malls in several cities. Articles and expert views on were published in leading news papers and social media throughout the campaign.ResultsA total of 48 hours of organ donation related information was screened on 3 channels of NDTV reaching out to millions. 52 on-ground events were held to promote organ donation connecting with more than 100,000 individuals. Over 7000 individuals participated in the walkathon. The walkathon topped the twitter trend in the country for 2 hours, ahead of the prime minister’s address to the nation. Social media campaign saw 310742 impressions (number of times the content was displayed). The reach (number of people who saw the content) was 2391720 and there were 57383 video reviews. Fortis Healthcare received a total of 21000 pledges during the campaign and organ donations increased from 0.7 to 2.1 per month in 13 Fortis hospitals and 5 hospitals had their first donation during the campaign. Organ donors in the country increased from 570 in 2015 (ODR 0.5 per million) to 723 in 2016 (ODR 0.8 per million).ConclusionA sustained countrywide campaign involving television, print and social media along with on-ground events had a positive impact on increasing awareness, organ pledging and donation.

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