Héma-Québec

  • The brochure helps nurses address the delicate issue of human tissue donation with families in a respectful and effective manner.

    The brochure helps nurses address the delicate issue of human tissue donation with families in a respectful and effective manner.

  • A series of seven posters was designed to raise awareness about human tissue donation.

    A series of seven posters was designed to raise awareness about human tissue donation.

  • A series of seven posters was designed to raise awareness about human tissue donation.

    A series of seven posters was designed to raise awareness about human tissue donation.

Brochure and posters on human tissue donation

Overview

While there has been significant progress in educating the public and raising awareness about organ donation, human tissue donation remains little known, and people don’t really know the difference between Transplant Québec (which handles organ donation) and Héma-Québec (which handles human tissue donation). In addition, the general public doesn’t really understand the difference between these two types of donation. As a result, many people are not aware that they can donate corneas, muscular-skeletal tissue, skin grafts and heart valves.

Moreover, it is a sensitive issue to address as human tissue donation occurs at the time of death. Medical teams must inform families on human tissue donation’s possibilities at a very difficult time, i.e. following the loss a loved one, and often feel helpless and don’t know how to bring up the question of human tissue donation.

Mission

Héma-Québec asked NATIONAL Public Relations to create a brochure and a series of seven posters to raise awareness on that sensitive topic.

Objectives

  • Provide nursing staff with tools to approach families.

  • Ease the decision-making process by informing families about human tissue donation and its impact on those who need it.

Strategies

  • Focus the information on the most frequently asked questions.

  • Make sure the text encourages the donation without pressuring families.

  • Use a friendly tone that is both easy-to-read and filled with compassion.

  • Create short documents so that grieving families are not deterred by the reading.

  • Use testimonials (families who were in the same situation, nurses and patients).

  • Create different posters based on the brochure and testimonials.

Project details

  • Meetings with Héma-Québec’s team to talk about the content to be included in the brochure and posters.

  • Develop a tight schedule for content creation/translation, project coordination and visual production (including photo sessions with nurses and families), page layout and printing.

  • Write and translate the brochure by using the audit’s results, the information provided by Héma-Québec about the human tissue donation process, and the various testimonials.

  • Create content for the series of posters by using the testimonials.

Impact & Results

  • NATIONAL took on the editorial challenge of creating informative and incentive texts to help families understand all the options available to them, while remaining respectful and compassionate. In fact, NATIONAL earned a SQPRP Silver award in the Tactical Excellence – Writing category for its outstanding work with Héma-Québec.

  • A few months after distributing the brochure to nursing staff and putting up posters in hospitals, Héma-Québec surveyed the nursing staff to find out how the documents were being received (families were not approached on their impressions given the personal and confidential nature of the donations). The results revealed that nursing staff greatly appreciated the tool because it helped them address the delicate issue of human tissue donation in a respectful and effective manner.

 “I always hand out the brochure to families upon their loved one’s passing. I like to have all material at my disposal when I approach them. They appreciate being able to go home with a document, because the decision is sometimes not taken immediately.” – Jocelyne Nolin, Emergency Room nurse, Hôtel-Dieu-de-Lévis.