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Situation AnalysisThe ABMDR aims to include a wide range of ethnic groups and ages in their Registry, however, recently the organisation has realised that they are unable to get a variety of people to become donors.
The ABMDR manages the processes of recruiting volunteer bone marrow donors, searching and selecting donors for patients in need of a transplant and following-up the ABMDR donors post donation. The donations help cure patients who are diagnosed with leukaemia or other fatal blood disorders.
The ABMDR aims to save the lives of patients who are diagnosed with cancers of the blood, such as leukaemia, however; through raising awareness and increasing education; there needs to be an increase in the number of specific donors in the Registry, including non-European, mixed-ethnic and people aged 18-40 to achieve the best clinical outcome for the patients.
Problem/Opportunity Statement
• To increase the awareness and participation of ethnic and 18-40 year old donors in the Registry to help save lives of those people suffering from blood cancers.
• Work to increase the representation of other ethnic groups living in Australia in the Registry over a 2 year period
• Increase the number of new tissue typing from 1 out of 20 to 5 out of 20 over a 2 year period
• Increase the percentage of 18-40 year olds represented in the Registry from 9% to 12-14% over 2 years
Goals and Objectives
• By donating you increase a patient’s chance at finding a match and helping save their lives
• There is a less likely chance of multicultural patients finding a match due to the lack of ethnic donors in the registry, by signing up you can increase the probability of them having the correct clinical treatment
• Young people are in the best position to donate due to their good health• Even if you don’t fit into the younger age group or ethnic public, encourage
people you know who do fit into these categories to join
Key Messages
• Having a patient suffering from a blood cancer to become an ambassador for the ABMDR
• Using a doctor as a ambassador to give a medical perception on donating
• En-hance the website to cater for a younger population • Generating articles • Advertise successful case studies/donations of bone
marrow transplant • Brochures • Online Communication
Tactics
Item Cost Total
PR agency fee 100 hrs @ $100 $10,000
Website Designer & Programmer
7 hrs @ $50 $350
Brochures 10,000 @ $ .05 each $5,000
Distribution of brochures $50 per 1000 distributed $500
Advertising space in newspapers & newsletters
12 @ $2,000 $24,000
Media Kit $ 5000
Personal Journalist to write articles
3 articles @ $ 500 per article $1,500
Ambassador 5 appearances @ $800 per appearance (X2) $8,000
Airtime on a current affair show
$0
Total: $ 54, 350
Budget
