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Television commercial synopsis

Campaign designed to encourage organ donation

Project Report 2010 8 Pages

Communications - Public Relations, Advertising, Marketing, Social Media

Excerpt

CAMPAIGN DESIGNED TO ENCOURAGE ORGAN DONATION

Nick Birch 2010

TELEVISION COMMERCIAL SYNOPSIS

As part of the Australian Government’s new national reform package, The Organ and Tissue Authority was established on the 1st of January 2009 as a nationally coordinated approach to organ and tissue donation for transplantation (DonateLife, 2009). The Australian Organ and Tissue Authority’s chief executive Karen Murphy has said that ‘families need to know each other’s wishes about organ and tissue donation, because even if you are registered as a donor, your next of kin is still asked to give consent for donation to takeplace’ (The Border Watch, 2009).

DonateLife is the new brand and name for the national network of organ donor agencies that will deliver the message that every Australian has the potential to savelives’ (The Border Watch, 2009). Funded by The Organ and Tissue Authority, DonateLife offers educational services, donor family support, donor/recipient correspondence and also run Australian Organ Donor Awareness Week, the largest public awareness campaign in Australia associated with organ and tissue donation for transplantation (DonateLife, 2009). The Australian Organ Donor Awareness Week’s aims are to ‘raise donation rates in Australia by focusing on the pressing need for organ and tissue donation, encourage families to discuss their wishes, [highlight] the success of organ transplantation in Australia; and, finally, promote the registration of consent on the Australian Organ Donor Register’ (Parry, 2007, p.137).

Abbildung in dieser Leseprobe nicht enthalten

The primary focus of the week, as stipulated on the poster, is to encourage people to talk to their families about organ donation (DonateLife, 2010).

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Details

Pages
8
Year
2010
ISBN (eBook)
9783656609490
ISBN (Book)
9783656608820
File size
725 KB
Language
English
Catalog Number
v269673
Institution / College
Central Queensland University
Grade
1.5
Tags
Nick Birch Media Relations Arts Administration Media Campaign Creative Enterprise

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Title: Television commercial synopsis