Television commercial synopsis

Campaign designed to encourage organ donation

Project Report , 2010 , 8 Pages , Grade: 1.5

Communications - Public Relations, Advertising, Marketing, Social Media

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 take place’ (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 save lives’ (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).

You can watch the television commercial project here: http://youtu.be/uaH6sIIb6jQ

Inhaltsverzeichnis (Table of Contents)

• Television Commercial Synopsis
• Australian Organ Donor Awareness Week
• The Medium of Television
• The Intent of the Campaign
• Myth Busting
• Donate Life Television Commercial
• DONATELIFE TVC SCRIPT

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This document outlines the objectives and key features of a television commercial designed to encourage organ donation in Australia. The primary objective is to raise awareness of the importance of family discussions about organ donation and to ensure that families are aware of their loved one’s wishes. The commercial aims to increase the rate of organ donation in Australia by addressing common misconceptions and myths surrounding organ donation.

• The importance of family discussions about organ donation
• The need to address public misconceptions and myths
• The role of television as a medium to reach a wide audience
• The importance of next of kin consent in organ donation
• The success of organ transplantation in Australia

Zusammenfassung der Kapitel (Chapter Summaries)

• Television Commercial Synopsis: This section provides an overview of the purpose and background of the television commercial, highlighting the importance of family consent and the need to raise awareness about organ donation. It introduces the Australian Organ and Tissue Authority and its Donate Life program.
• Australian Organ Donor Awareness Week: This section details the objectives of Australian Organ Donor Awareness Week, emphasizing the importance of raising donation rates, encouraging family discussions, and promoting registration on the Australian Organ Donor Register.
• The Medium of Television: This section justifies the choice of television as the medium for the campaign, highlighting its reach and ability to evoke both emotional and rational responses.
• The Intent of the Campaign: This section explores the campaign's intent to raise awareness about the importance of next of kin consent and to combat the statistic that only half of Australians know their loved one's wishes regarding organ donation.
• Myth Busting: This section outlines the commercial's non-confrontational approach to addressing common myths surrounding organ donation. It highlights findings from a survey of Australians that revealed misconceptions about organ donation and its impact on medical care.
• Donate Life Television Commercial: This section provides a detailed outline of the Donate Life television commercial, including its script, key messages, and visual elements. It emphasizes the importance of family conversations and the need to address the lack of awareness surrounding organ donation.
• DONATELIFE TVC SCRIPT: This section provides the actual script of the Donate Life television commercial, outlining the message and visual elements used to convey the importance of organ donation.

Schlüsselwörter (Keywords)

The central focus of this work is organ donation, specifically in Australia. The text explores the Australian Organ and Tissue Authority, Donate Life, and Australian Organ Donor Awareness Week. Key themes include family consent, public awareness, myth busting, and the role of television as a medium for social change. This document provides valuable insights into the complexities surrounding organ donation and the ongoing efforts to increase donation rates in Australia.

• College: Central Queensland University
• Course: Media Relations in Arts Administration
• Grade: 1.5
• Author: Nick Birch (Author)
• Publication Year: 2010
• Pages: 8
• Catalog Number: V269673
• ISBN (eBook): 9783656609490
• ISBN (Book): 9783656608820
• Language: English
• Tags: Nick Birch, Media Relations, Arts Administration, Media Campaign, Creative Enterprise