NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II

NOT toMARROW, TODAY: Bone Marrow Registry Awareness: Part II Kate J. Leonard & Paige C. Wassel Michigan State University

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Anti-Plagiarism Pledge This paper contains only my ideas or ideas that, though they came from others, Ive cited in the paper as theirs and not mine. If I had not cited another person but then I went ahead and used their idea or paper, that would be plagiarism. Plagiarism is stealing someone elses paper or ideas without giving that person credit for them. Such plagiarism is not only unethical, it is also a violation of MSUs academic dishonesty policy that can lead to failing this assignment or the course itself.

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NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Abstract

Part II of the NOT toMARROW, TODAY campaign brings us to the second and more active part of our campaign development. We discuss the implementation plan through our research of Internet use from our target audience of college students. We describe our message design used for the implementation of the campaign as well. We conducted 3 interviews to test our message to receive feedback and made adjustments to our documentary. We incorporate our feedback and in depth description of the changes that have been made. Lastly, we developed a survey that will be conducted before and after people have viewed the video, once it has been released. We will also implement a questionnaire on the Bone Marrow Registry Website asking where they heard about donating bone marrow. Both of these methods will allow us to receive qualitative and quantitative feedback.

Keywords: internet, college, survey, feedback

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II

Implementation Plan The NOT toMARROW, TODAY campaign is focusing its messaging on college students. The media channel we decided to use to reach our target audience is a video displayed virally through the Internet. Through this video we will be able to display our documentary about a bone marrow transplant story to persuade behavior change, ultimately increasing the amount of potential donors on the bone marrow registry, and increasing awareness around this issue. Internet usage is increasing rapidly among the general population but even greater among college students. More young adults are accessing the Internet as a convenient tool to accomplish a wide array of tasks including socializing, entertainment, online classes, research, and more (Budden Et Al). College students are more likely to use the Internet on their mobile phones. Even young adults not in college do the same (Smith, Rainie, & Zickuhr). Researchers Althaus and Tewksbury state that the Internet has become a part of college students daily lives and that it is a main source of entertainment as well as daily news (Diddi & LaRose). Internet research among young adults in the U.S. has risen a great deal for college students. 86 percent of students indicate that they use the Internet where as the general population is only at 50 percent (Budden Et Al). College students may differ from the general population in news consumption because of the availability and access to the Internet (Diddi & LaRose). A study done by Parker and Plank on media consumption by college students states that the Internet is this groups main source of information (Diddi & LaRose). YouTube had become a big part of peoples Internet use with 160.8 users a month. YouTube is a website that allows users

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II to create, upload, and share their own videos with the rest of the Internet community using streaming technology. The ease and low cost of using the sit has allowed it to become an attractive and more personal way to reach fans and target audiences (Pickowicz).

A positive aspect of producing an online video documentary campaign is that it is available 24 hours a day to our viewers. Anyone with Internet access can view, share, and comment on the message. It also has the option of being curated onto other blogs and websites with the click of a button. Our target population utilizes the Internet frequently. It is part of their daily routine, partially due to the fact that they grew up in the time when computers and the Internet were becoming integrated into daily communication, business, and education (Diddi & LaRose). Three-quarters (74%) of college students use the Internet four or more hours per week, while about one-fifth (19%) uses it 12 or more hours per week (Jones).

Message Design The ultimate goal of our campaign is to promote behavior change: encourage people to get tested and join the registry. We want long-term message effectiveness, and we hope to achieve this by getting the video to go viral and to reach people from all over the US. Along with behavior change as our first goal, our second goal will be to create awareness. Even if someone is not persuaded to join the registry by the video, we at least shared with him or her some knowledge that they will hopefully pass on.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II We also are reaching for high levels of exposure with the message reaching the intended target audience. If this succeeds then the chances of the campaign success are a

lot higher. Interpersonal communication is also a goal for the campaign. The more people talk about the video, the more the video will be shared and the content of the video will be talked about. We hope that our campaign will results from the Two-step Flow Hypothesis. We want our video to be viewed by key opinion leaders. For example, a celebrity in their early twenties would view the video, share it, and it would hopefully gain a lot more viewers. We are aiming for a 15% increase in the amount of bone marrow registry members a year following the videos release. The characteristics of our target audience match with the aim for our campaign and the medium we used. First, 85% of college students own their own computer (Jones). This is a very high statistic that was needed in order for our target audience to be able to view the video. College students are the first Internet generation. According to a study by Pew Internet and American Life, college students use the interest heavily and are early adopters to it. By the time a person reaches age 16, nearly all students have started using computers (Diddi & LaRose). 20% of college students today began using computers between the ages of 5 and 8. By the time they were around 17 years old all of today's current college students had begun using computers and the Internet. This is now a common and almost normative way in which they live (Jones). 57% of college students go online for other activities other than email (Jones). With these statistics of the characteristics for computer and Internet use of college students, there is no better target audience we could have used for this campaign. They

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II are the exact age range wanted for bone marrow transplants as well as the most common age group to own a computer and use the Internet. These conclusions go hand and hand, making this target audience an exact target for what we want to aim towards.

The Procedure The interview procedure we used was a face-to-face method. We found this to be the most effective way to understand the ultimate outcome of our original messaging. We interviewed four college students, two males, two females, ranging from ages 20-22. Two of the subjects were from Michigan, and the other two from Illinois. We started the interview by presenting the interviewees with our YouTube video storyboard, leaving them five to ten minutes to read the script and process the message before we came back into the room. We then compiled a list of 15 questions to ask the interviewees to assess their reactions to the script. The first few questions were about their knowledge of bone marrow and the bone marrow registry, followed by questions pertaining to their reactions and feelings towards the video script. We ended with questions about their critiques of the video along with their attitudes and the possible behavior changes they may take. The purpose of the interview is to obtain the correct information needed to better the campaign. This is not to prove a particular point or to convince them of the message. The purpose is to find and pertain all information, both favorable and unfavorable to the interviewee and to the interviewer (Adjudicator's Field Manual).

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Interview Questions

1) Do you know why someone would need a bone marrow transfusion? 2) Do you know anyone that is on the bone marrow registry, or anyone that has needed or participated in a transfusion? 3) How informed are you when it comes to the bone marrow registry? 4) What was your reaction to the video outline? Why? What do you think the message is? 5) What were you feeling after reading the outline? Why? 6) On a scale of 1 to 10 (With 1 being I would never donate and 10 being absolutely). Where were you before the video and after? 7) Did anything bother you about the video? Was it too much of a sap story or were you motivated? 8) If you were trying to persuade someone to join the bone marrow registry what would you tell him or her after this video? 9) Do you find this message strong? 10) If you saw the actual video, would you pass it along to your friends/post on fb/email/etc.? 11) Were you motivated to keep reading Noras story or were you bored? Why? 12) Do you feel like you were persuaded to join the registry? Why? 13) What are some changes you would make to the video? Why? 14) What are your overall attitudes towards the video? What thoughts went through your mind? 15) How would you evaluate this message?

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Answers to Interviews Conducted

Female, 22, 248-875-1772

1) I know that it is associated with certain cancers such as Leukemia 2) I do not know anyone who has needed a transfusion. One of my friends is on the registry and was a match and went through the procedure. She had to fly to DC to donate because she received a phone call saying she was a match. 3) Ive seen ads on campus and flyers stating times and places you could go and get registered. 4) The video left me feeling saddened that I haven't registered sooner. I have been an organ donor since I got my license but didnt know about the registry and how important is to join. 5) I feel inspired and motivated to go on the website and become registered. Based on the video it seems really simple and selfish to not take the few minutes to be registered. 6) Before the video I was a 2 because I thought the process for becoming registered was much more invasive than a cheek swab. And now that I know how painless it is to become registered I would say I am now a 10. 7) I wouldnt say anything bothered me about the video; it just left me with heightened curiosity. I wonder statistically about how many patients there are who never receive a match or never get a phone call that a match has been found for them. 8) If possible I would have them just watch the video. I would persuade them to share the video of Joshua and Nora and inform them about how quick and easy it is to register. If I

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II

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were in that situation where I needed a bone marrow match I would hope someone would be a match for me. 9) Yes I found the video to be extremely persuasive and heart touching. 10) 100%, especially if it is a quick video it increases the likelihood that others will watch it. 11) Yes, the story kept my attention and I wanted to read on in hopes that Nora would go through with the donation or the procedure. 12) Yes, I feel persuaded and my only comment would be is that I wish I knew about it sooner. 13) I would suggest a few changes possibly at the end with adding a link to the BeTheMatch site so that while it is on the viewer's mind they can quickly become registered. 14) I think it was well put together and the message was very clear and not biased. Just encouraging and informative. 15) I thought the message was personal enough without creating a false sense of emotion. My only commentary would be that I am a very statistical person so I would have liked to see more information about the number of people who need it, how many are registered, and how many matches are made each year.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Female, 21, 248-330-2106

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1) From the video I gathered, those who have cancer or diseases that affect their bone marrow. Before watching I had a little bit of an idea. 2) Not that I know of. 3) Not very informed, just about as much as I just read. 4) I think it shows how donating bone marrow can affect people. Because the people met, it showed them, and put it in a real perspective. I think the message of the video is donating is simpler than you think. Its a simple thing to go in and do it (get on the registry), and it has huge effects. 5) I was a little curious if people actually met each other. A lot of times when you donate, like blood, you dont really know where its going. So I was wondering if that were real or fake. 6) Before I dont think I was no I wouldnt donate, I just hadnt thought about it. So 5 I guess. And now, Im not so gung-ho, but I am more, so maybe like a 7. 7) I dont think it was too sappy, but again going back to her meeting the people, I dont think everyone would want to meet the other person. I just found it a little strange that she was hanging out with the kid after. It seems like more of an investment that you have to go and hangout with the family after. 8) I would say something like its a lot simpler than it seems. It seems like a quick thing and easy task, kind of like donating blood, it doesnt take that long. And if you do, do it you can save someones life and thats a huge deal.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II 9) Yeah.

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10) I personally am not a huge sharer on the Internet, so probably not, but I think I would have to see it more to actually know. Also Im sure if I knew someone who was affected by this Id be more apt to share it. 11) Very motivated. 12) I persuaded to look more into it because I still feel like I dont know enough about it, but thats what the video does, it persuades you to look more into it. 13) Maybe you could tell more about who would need bone marrow. And state that its a fairly easy thing to do. Because these points are not explained in the video; like who would benefit from it. 14) Just reading it, it seems like it would be a real video I would see on TV. It definitely had an uplifting message, and to do this it would benefit your life and other peoples lives. 15) I think maybe it could be a little clearer. I was more focused on the story of the girl and the boy she donated to. I think you could make it more universal possibly.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Male, 22, 630-338-2966

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1) I do not know much about it but I do know someone would need one because something is wrong with his or her bone marrow or they have cancer like Leukemia. 2) Yes, I do know someone. My cousins neighbor had Leukemia and had a bone marrow transplant from his sister. I didnt realize how lucky he was that his sister was a match for him. 3) Not informed at all. I actually have never really heard of it until this interview. 4) My reaction was that I felt like I should try and see if I was a match for someone. I thought the video was to raise awareness of the registry, which it did for me, but not enough to make me want to register. The surgery seems risky for me. 5) I felt motivated to do something about it but I knew I wasnt actually going to so I was left with weird conflicting emotions. 6) Before the video I would say I was a 1 and after the video I would say that I am a 3. I think all the video did for me was make me more aware, Im not exactly convinced to join the registry, at least not at this time in my life. 7) It was a very easy script to read and I would like to see it be turned into an actual video. I had no problems with it. It was sad enough to catch my attention but not too sad that it would annoy me. 8) I would tell them that it is super easy to do and a good way to change someone's life. Although I would feel a little weird persuading someone to join when I haven't joined myself. 9) Yes. It was very strong and straightforward. Easy way to impact someone else's life/

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II 10) No, probably not. This is a very personal thing and I dont want to put pressure on anyone who doesnt feel 100% committed. It takes a very strong person to do this.

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11) Yes, I wanted to read the whole thing and find out what happened to Joshua. It was a page-turner and it really caught my attention. 12) Yes. I had no idea that it was so simple to get tested. 13) No, I liked how you had a bunch of different point of views. It brought different perspectives and I liked that. 14) My overall attitude towards the video is that it was very eye opening. 15) The message is a good way to spread the word about the registry and although it didnt persuade me enough to register, I know it will for others.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Males, 20, 847-877-7861

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1) I dont know the scientific cancer, but if they have blood cancer. 2) I know one person. 3) I would say Im informed. 4) The message is to show that there are people in need to transplants, and something as simple as signing up you could make a huge difference in somebody elses life and your own. 5) I was feeling happy that Joshua got his transplant and that they kept in touch after the transplant. 6) Before the video I was at a 7, and after the video I was at an 8. 7) I would say the cheesiness in the beginning is a little bothersome to me. 8) I would tell them that only a few people actually get chosen to go on for further testing, so the chances of you being a match are small enough as it is, how would it make you feel not knowing that you could be a match for someone and you have no idea. 9) Yes, very strong. Its an emotional process 10) I wouldnt show it to another person. 11) Yes, I wanted to know how it would end. 12) Yes because I can make a difference in someones life, and I was already planning on it. 13) I would try to come up with a more unique beginning. Statistics, some stat about college kids and transplants. I would add more about Tom match. 2-3 minute video.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II 14) I was thinking about the fact that anyone could be a match and how gratifying the feeling of donating would be. 15) I would evaluate this message as very persuasive and emotional.

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NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Key Findings

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After interviewing four subjects in our target audience we came up with four key findings relevant to the persuasiveness of the campaign. After interviewing Subject 1 we concluded that our video did not have enough quantitative information. Our message was all emotion and qualitative information. We need to include both types of information in order to appeal to all viewers. After interviewing Subject 2 we concluded that we need to add more factual based information surrounding the Who, What, Where, When, and Why questions people may have about bone marrow transfusions and the registry. After interviewing Subject 3 we concluded that not all of our audience would want to share the video because it is such a personal matter. We want to focus more about getting the video viewed by the people that would actually consider joining as well as passing the video along to their family and friends. After interviewing Subject 4 we concluded that we dont need to have our video be as emotional. One of the main points of our messaging is to touch people emotionally where perhaps it needs to be more of a video to spread awareness.

Message Alterations Our message has changed a lot after the interviews. We realized that people want to know more about the facts surrounding bone marrow and our storyboard left them with too much curiosity. We have realized that our message is strong on its own and that we dont need to overly sympathize. We dont want our audience to feel that this video is forceful in any way. Deciding to join the bone marrow registry is a big decision that

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should not be pushed upon anyone. Additionally we decided to make our message more universal and add more quantitative information. In the end we realize that we need to model the desirable behavior, show efficacy, and present the rewards (Rice & Atkins). First, we want to make sure that the viewers model the behavior. We want to solidify the balance between level of fear arousal and perceived efficacy. This happens when the fear is high and the efficacy is even higher for the viewer. If this happen then the viewer is more likely to follow the recommendations made in the video. This strategy is known as danger control, which is what we ultimately want. If the video were to have too much fear and theyre perceived efficacy is low, the actions recommended in the video are likely not to be taken. This is known as fear control, which is what we are trying to avoid, and the opposite of our intended results (Rice & Atkins). We decided to remove some of the emotional and threatening content and replaced in with my factual based information. We are hoping these statistics will lower the threat to avoid fear control. This information supports the case to join the registry. The facts are obvious in favor of the campaign. Second, we want to make sure our viewers have high self-efficacy, which is the belief that they can model the behavior successfully (Rice & Atkins.) When it came to the actual video, we promoted the ease of joining the bone marrow registry. With Noras story as a young adult, we hope that people will realize that anyone can join and anyone can donate. We added to the message the simple process of joining the registry describing in more details the free at home kit. Next, we want to present the rewards of modeling the recommended behavior in our video. We want to show motivation and the emotional rewards of saving a life, as

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II

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well as the reward for the boy who got his life saved. We are going to add more positive reinforcement in the video; therefore the behavior will want to be modeled. This is known as vicarious reinforcement (Rice & Atkins). The last addition to our messaging is to make the idea of donating bone marrow more of a social norm (Randolph & Viswanath). Currently, only two percent of the U.S. population is registered on the national bone marrow registry (The Institute for Justice). We are hoping to change this statistic by spreading our message to the intended target audience and utilizing face-to-face communication with university bone marrow awareness booths. Social norms influence the environment in which individuals make decisions, and in turn, influence groups and audiences (Randolph & Viswanath). We are basing our campaign messaging on theory because theory-based campaigns are proven to be successful. According to Randolph and Viswanath, lucrative theory based campaigns focus on attention to the message, salience or perception that the message applies to them, resulting interest, norms and beliefs of their social environment, attitudes toward the message, self-efficacy (skills and confidence to perform the behavior change), intentions to change, and finally, performing the behavior (Randolph & Viswanath). We are hoping to achieve successful messaging with these guidelines in mind.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Evaluation Plan The evaluation process for monitoring how our campaign is going will be fairly easy. First, we will be able to see how many views our video has, as well as any

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comments or feedback anyone leaves below the video. We will be able to see how many people shared the video link on Facebook, Twitter, etc. through a simple search engine. More importantly, we will be able to track how many people register at BeTheMatch.org through a questionnaire in the sign up process. For example, where did you hear about us? - With one of the options being Noras Story. Simply seeing an increase in registry numbers is evidence towards the effectiveness of the campaign video.

Potential Problems Some potential problems we may face will be getting the video to go viral. Although we are confident it will, there may be some issues with getting it recognized. High levels of exposure will be a goal for this campaign with the message reaching the intended audience. If this is possible then the campaign has a higher chance of success. Another problem may be that we only raise awareness of the issue. Although this is not a bad thing, the ultimate goal is to create behavior change of getting people to join the registry. Again this is not a change we can force upon people, but ultimately we want to reach those who are willing to make a difference in someones life. There are also some threats to validity. First, people are different in ways that the study cannot control. A potential problem with conducting a randomized experiment is that there can be political or ethical issues related to the issue that may alter our results (Practical Analysis of Nutritional Data). Second, the pretest may influence the posttest altering our results.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Third, external events may occur and that will produce effects. Lastly, people are more and less sensitive to intervention prior to exposure. All of these things may cause some potential problem with exposure of our campaign as well as the evaluation. (Rice & Atkins)

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Outcome Evaluation Linking back to part 1 of the campaign proposal we wanted to quickly reinstate our 5 campaign objectives:

1) Show how meaningful it is to be a match, that you can save a life! 2) Touch the students with the documentary; showing them the personal benefits not just the cold hard facts. 3) Bring awareness to the whole process (getting on the registry, becoming a match, the surgery, the recovery, and the feeling of doing well for others 4) Get people to donate after their class at the stand set up in their building or other buildings on campus. 5) Get people to donate today! The longer people put off getting on the registry the less likely they will remember to do so. Remember, NOT toMARROW TODAY

Moreover, to evaluate our campaign objectives we split this process into three frameworks. First, we used formative evaluation to evaluate if there were any problems with the video and the audiences reactions. Did people dislike the video? Were they unlikely to share the video? This was an overall perception evaluation of the outcome the

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II video had on our audience. Next, we used process evaluation to see if our video was implemented as intended. Were people taking the video the wrong way? Was it distributed to the right target population? Is our target audience responding? Lastly, we

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used summative evaluation to measure the impact, the lessons learned, and the findings. This allowed us to see how many people were affected by the video and if people were persuaded to join the registry.

Study Design We decided to implement a pre and posttest comparison design for our success evaluation. The NOT toMARROW, TODAY campaign is a national campaign across all universities making it impossible to create a control group. By using the pre and posttest comparison, we will have more accurate results for the evaluation by comparing the results prior to and after the videos release. We will test members of our target audience on their knowledge of the bone marrow registry before and after the video. The surveys will have the same questions presented pre and post the campaign video, but the post survey will also include some additional, more specific questions that pertain more to the actual video. We chose to do this design because it will get rid of any population bias, the results can be analyzed, and it allows us to choose the populations of participating individuals (The Himmelfarb Health Sciences Library). We are hopeful that laying out this evaluation plan will allow us to easily see the effectiveness of the campaign. We predict that there will be a positive relationship between campaign exposure and the

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II awareness of bone marrow, as well as a positive relationship between exposure to the campaign and the number of members on the bone marrow registry.

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Survey We developed a questionnaire survey for the pre and posttest evaluation of the campaign. Our survey will be conducted on a number scale for 1-10. For example, the first question on the survey asks, How much do you know about the bone marrow registry? The subject has the option of choosing a number between 1 and 10, with a description next to each number to help the subject accurately answer each question. Below we will show an example of the pre and posttest surveys, as well as the definitions of 1 through 10.

Please answer the following questions with a number between 1 and 10.

PRETEST QUESTIONS 1) On a scale of 1-10, how much do you know about the bone marrow registry? 2) On a scale of 1-10, how much do you know about why someone would need bone marrow? 3) On a scale of 1-10, how likely are you persuaded to do something? 4) On a scale of 1-10, how likely are you to share something on social media? 5) On a scale of 1-10, how likely are you to join the registry? POST 6) On a scale of 1-10, how much do you know about the bone marrow registry?

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II 2) On a scale of 1-10, how much do you know about why someone would need bone marrow? 7) On a scale of 1-10, how likely are you persuaded to do something? 8) On a scale of 1-10, how likely are you to share something on social media? 9) On a scale of 1-10, how likely are you to join the registry? 10) On a scale of 1-10, how much do you know about the need for bone marrow for cancer patients?

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POSTTEST QUESTIONS 1) On a scale of 1-10, how much do you know about the bone marrow registry? 2) On a scale of 1-10, how much do you know about why someone would need bone marrow? 3) On a scale of 1-10, how likely are you persuaded to do something? 4) On a scale of 1-10, how likely are you to share something on social media? 5) On a scale of 1-10, how likely are you to join the registry? 6) On a scale of 1-10, how likely are you to join the registry after watching the video? 7) On a scale of 1-10, how much were you persuaded by the video? 8) On a scale of 1-10, how likely are you to share this video? 9) On a scale of 1-10, how much do you think this will influence others? 10) On a scale of 1-10, how likely do you think it will be for the video to go viral?

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II Lessons Learned

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If our campaign were to be successful we have concluded many positive methods with our process, target audience, testing, and more. We are utilizing a media channel that adheres to our target audience, and this channel can be shared and spread--resulting in a comprehensive media mix (Rice & Atkins). YouTube allows for sharing via Facebook, Twitter, Google+, blogs, etc. Social media channels are lower cost and allows for multiple channel participation and viral activity. This campaign has a horizontal communication effect (Rice & Atkins). It allows for peer-to-peer interactions via social networks. The only way for the message to spread is by shares, whether those be verbal or cyber. We are relying heavily on social influence and modeling to drive our audiences behavior. People like to share warm-hearted information, and we feel our video not only possesses that quality, but an informational factor as well. Lastly, we want more exposure surrounding this topic. We are hoping this campaign can be the largest bone marrow awareness campaign to date. Lack of bone marrow registry members has been an issue for decades, and the fact that it is 2013 and this issue has not been a major focus is troubling. Much positivity can come from this campaign in the form of saving lives. It is a campaign designers dream, and we are hopeful that our precise messaging and use of theory will inspire other campaigns surrounding this topic. Who can use the lessons learned here to make improvements in this area and others?

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II We hope that our campaign inspires more campaign designers to take on this

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topic: more stories can be heard, more people can register, and more lives can be saved. We are hopeful that our message execution will help educate other campaign designers-when designing a campaign video you must include both qualitative and quantitative information, this is a sensitive subject and should not be forced upon anyone, and fear and danger control need to be highly considered. Campaign scholars will likely be interested in our campaigns results and findings. We are confident in our campaigns ability to create more awareness surrounding bone marrow and its effect increasing the number of registry members, and campaign scholars will likely be impressed. We think that these scholars will find our use of theory effective, and our video in line with the target audiences lifestyle and taste. Additionally, bone marrow experts will be pleased with our attempt to make bone marrow more of a topic of conversation. Health campaigns are important. Cancer is the second biggest health risk in the US. Risks this big should not go unnoticed. Evidence shows that people are very unaware of the bone marrow registry. This should have not gone pushed under the rug. Awareness needs to be brought to the publics attention.

NOT toMARROW, TODAY: BONE MARROW REGISTRY AWARENESS: Part II References

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