Social Video Campaign
#YesIDonate
British Heart Foundation NI
BHF fund over £100 million of research each year into all heart and circulatory diseases and the things that cause them. Heart diseases. Stroke. Vascular dementia. Diabetes. They’re all connected, and they’re all under their microscope.
The British Heart Foundation was founded in 1961 by a group of medical professionals who were concerned about the increasing death rate from cardiovascular disease. They wanted to fund extra research into the causes, diagnosis, treatment, and prevention of heart and circulatory diseases.
It is a major funder and authority in cardiovascular research, education, and care, and relies predominantly on voluntary donations to meet its aims. In order to increase income and maximise the impact of its work, it also works with other organizations to combat premature death and disability from cardiovascular disease.
The focus
Objectives
Almost seven out of 10 people in Northern Ireland are in favour of changing the law on organ donation. BHF wants to see a soft opt-out system introduced in Northern Ireland as it is in Scotland, Wales and England. This would mean that everyone would automatically be considered to be an organ donor unless they opt-out.
Northern Ireland is the last country in the United Kingdom to enact a soft-opt out organ donation system. BHF NI wanted to utilise authentic stories and social media to raise awareness of the importance of organ donation, registering to be a donor, having the conversation about the subject and to request support for an opt-out system.
Audience
Members of the general public in Northern Ireland and people in positions of policy and public affairs.
Channels
Social media including Facebook, Twitter and LinkedIN.
Websites and syndicated over traditional news outlets.
The numbers
The success of the campaign was measured on organic engagement and social reach including the resulting national conversation.
Views
Engagements
Shares
The video content
Social Bytes
This micro-content is short and sweet to reinforce the main campaign hashtag message #YesIDonate. It was used alongside the crafted social story videos to engage a new audience and re-engage current audiences in the campaign with minimal investment on their part.
This is Sophie’s Story
Sophie Guthrie from Newtownabbey was born with a heart condition called cardiomyopathy. The little girl had a heart transplant when she was just a tiny baby and since then she has thrived.
Sophie’s mum Karen is sharing their story to show the impact of organ donation and how a heart transplant saved little Sophie’s life.
Take the time to have the conversation about organ donation and join the organ donor register here:
This is Dáithí’s Story
Dáithí Mac Gabhann from Belfast is two years old. He loves boxing and playing football with his Dad. For Dáithí to be able to continue to do the things he loves, he needs a new heart.
Hear from this special family about why it’s so important to join the organ donor register to help save and improve lives.
This is the Campaign Story
Here, Head of BHF NI Fearghal McKinney summarises the campaign message alongside, and some local families who are affected by the issue explain why a change in the law here is so important.
This is Andrew’s Story
Andrew Duncan from Derry~Londonderry died almost five years ago while waiting on a heart transplant.
Andrew, who was 38 at the time, had an inherited heart condition called dilated cardiomyopathy and his two children carry the gene that puts them at risk of developing the same condition.