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Increasing organ donation in New York through challenge campaigns: Campaign4Life

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November 15, 2011

In September, the Alliance received a grant entitled "Increasing organ donation in New York through challenge campaigns," funded by the Health Resources and Services Administration (HRSA).   The campaign will be branded with the title, Campaign 4 Life, and the first challenge will begin on March 1 and end on March 31.  This is a two year grant, with campaign cycles running in the spring and fall of each year.  NYAD is in partnership  with the University at Buffalo researcher and Communications Department Chair, Dr. Thomas Feeley and his assistants, Dr. Michael Stefanone and Dr. Ashley Anker.  In addition, all of the NYAD members OPOs and eye banks will assist with the recruitment.


 The Campaign 4 Life team is now recruiting Team Leaders around New York State, who will perform the necessary job of helping NYAD to increase the number of organ, eye and tissue donors in New York.  Their leadership will be vital in helping to resolve this public health crisis.  

The Team Leaders will use whatever method of communicating with their team that they choose.  They could message through a Team Facebook page, or through traditional email.  When this system unfolds, friends and co-workers will then sign up more donors.   The team leader that signs up the most donors will receive  a $1000 prize.  The second place is $500 and third place is $250.  This initiative will also give awards for the best media campaigns.

The spring 2012 campaign will begin on March 1 and end on March 31.  Team Leaders have  immediate access to updates at  On February 1, the website will feature posters, campaign materials and other items that Team Leaders can use for their promotional efforts.   The most valuable feature of this website will be in educating viewers on organ donation facts and in registering donors.  NYAD and the University at Buffalo researchers will track each team’s progress by the number of Donate Life NYS signers, on that site, and by donor cards that will be mailed to team leaders in February.   The "campaign4life" website will be available for viewing by February 1, 2012.  Campaign 4 Life Team Leaders who visit this site should read the information in the tabs and refer any questions to their contacts at the appropriate recovery organization, at the Universtiy at Buffalo or  Items for the campaign and campaign specific information will be on the "campaign4life" site, in February.