The Making of the Taxicab campaign

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Inspired by a very successful series of television commercials done by Utah’s Intermountain Donor Services, NJ Sharing Network decided to develop a public relations campaign revolving around a series of conversations between a taxicab driver and his passengers.

In April 2005, that plan became reality as the first series of taxicab commercials hit the airwaves in honor of National Donate Life Month. Thanks to a generous federal grant from the Department of Health and Human Services (HHS), three different radio and television spots aired in 2005 and 2006. The taxicab theme also appeared in print ads and informational materials distributed by NJ Sharing Network. The campaign’s theme also influenced the new look for the organization’s mini van which was painted to emulate a classic Checker Cab, seen in the television spots.

The grant:

HHS invited organ procurement organizations around the country to compete for grants designed to encourage media campaigns to minority populations. NJ Sharing Network targeted its campaign to the African American population in NJ, and, was one of seven successful organ procurement organizations to receive the grant. As required by the grant, NJ Sharing Network tied the media campaign to community events which have been successful in the past.

The three events which were paired with the ads were: Hip Hop 4 Life College Tour in April 2005, Donor Sabbath in November 2005 and the Heritage Awards event in February 2006. Part of the grant was used to fund research which measured the effectiveness of the ads in dispelling some common myths about organ donation. Based on that research, NJ Sharing Network will consider future directions for their informational campaign, including the possibility of taking the taxicab campaign to other communities of the state.

Dispelling myths

The taxicab ads tackle three common myths about organ donation. Based on prior research done in the African American community, the myths were chosen based on those which are the most frequently stated as reasons NOT to become an organ donor.

The three myths –and the responses are:

1. People buy and sell organs and rich people and celebrities get preferential treatment.
   Answer:
   It is illegal to buy and sell organs in the United States. Organs are allocated based on a national system that is based on medical need. Social status, economic standing, race, creed and religion have nothing to do with the system.

2. My religion prohibits organ donation.
   Answer:
   All major religions support organ donation as a compassionate act of giving.
   For additional information on specific religious views on organ donation, please visit our Religious Views page.

3. If I am an organ donor I won’t get proper medical attention if I need it, particularly if I am a minority.
   Answer:
   Hospital procedures separate the act of donation from the care giving process so medical attention is not compromised regardless of donor status, race or any other factor.

For additional information on other common myths concerning organ donation, please visit our Myths and Misconceptions page.

Creative partners:

NJ Sharing Network appreciates the efforts of several
partners on this project:

• Grant Project Director and NJ Sharing Network Manager of Communications Myra Burks-Davis, oversees management of grant and all its components

• Creative concept for campaign developed by Insight Communication

• Nohands Productions produced the taxicab logo, the radio and TV spots.

• Karl J. McCleary, PhD. of Penn State University will design a questionnaire that will sample the willingness to donate by African Americans living in areas targeted by the radio and television commercials. Two telephone surveys, approximately nine months apart, are planned. Results of the surveys will be compared to a baseline of existing data on New Jersey’s African American population.