Abstract: FR-PO0033
Evaluating a National Media Campaign to Promote Living Donor Kidney Transplantation Among the General Public
Session Information
- Artificial Intelligence and Digital Health at the Bedside
November 07, 2025 | Location: Exhibit Hall, Convention Center
Abstract Time: 10:00 AM - 12:00 PM
Category: Artificial Intelligence, Digital Health, and Data Science
- 300 Artificial Intelligence, Digital Health, and Data Science
Authors
- Waterman, Amy D., Houston Methodist Academic Institute, Houston, Texas, United States
- Ramsay, Jeremy, MedSleuth, Denver, Colorado, United States
- Nightingale, Ben, MedSleuth, Denver, Colorado, United States
- Al Awadhi, Solaf, Houston Methodist Academic Institute, Houston, Texas, United States
- Dalle, Louis, Havas Media Network, New York, New York, United States
Background
To locate more potential living donors, we must design and evaluate media campaigns that effectively engage the public to learn about and take action toward living donation (LD). This study assessed the impact of a targeted media campaign on increasing public engagement and initiation of the living donor evaluation process.
Methods
The “Badge of Honor” campaign presented the dual theme of “saving a life while transforming yours” through images of a living donor (LD) scar, asking, “How far would you go to help save a life? Answer: a few short inches.” A multidisciplinary team developed social media ads, PSAs, and an educational website, launching the campaign across Houston and nearby areas from 11/26 to 4/25. Engagement was measured through impressions, click-through rates (CTR), and cost-per-click (CPC) optimization on platforms like Snapchat and Meta. Interest in LD was tracked via website activity and initiation of Breeze™ intake forms for donor evaluation. Tracking of evaluation and donation outcomes is ongoing at area transplant centers.
Results
During the first 22 weeks of the campaign, 42.6M impressions were delivered. Over 1,100 unique daily visitors viewed website content on the life-saving need for kidneys (20%), how living donation (LD) could transform lives (20%), what LD involves (9%), and how to begin evaluation (36%). Platform engagement, measured by CPCs, exceeded benchmarks by 30–50% on Snapchat and Meta (Figure). Of the 158,498 people who browsed the educational site, 1,875 began LD evaluation via the Breeze™ platform. Among them, 111 completed the donor intake form, and 12 (who completed it within the first 12 weeks) are currently undergoing LD medical evaluation. Additional outcomes, including confirmed LD rates, will be reported at the six-month mark.
Conclusion
This is the first public-facing media campaign shown to increase living donor evaluation rates. Insights on audience engagement, content design, and sustained support may inform future campaigns.
Funding
- Commercial Support – Sanofi