This project deals with the topic organ donation in regard to a target group that consists of elders older than 65 years. It is examined how two specific self-developed communication campaign elements, a poster and dialogue cards, work as parts of a three-step process in getting the target group to register their position on organ donation. The purpose of the poster is to draw attention to organ donation and work as a conversation-starter. The purpose of the dialogue cards is to facilitate dialogue on the topic and thereby make the target group want to take position on organ donation and register. The two elements are to be seen as working in connection with one another and enhancing each other. The theoretical and methodological foundation of the project is based upon Sense-Making presented by Benda Dervin where there is a reach for the central concepts “situation”, “gap” and “bridge”, and reception analysis presented by Kim Schrøder where his model “den multidimensionale model” work as key component. The test of the two campaign elements is done through a focus group interview with three individuals from the target group. The analysis and discussion show that the poster does not work as intended since the target group does not feel targeted and furthermore it doesn’t really attract their attention. The dialogue cards work well as dialogue facilitators and ensure that the target group gain elaborated knowledge on organ donation. However, they do not guarantee that the target group register their position on organ donation. Based on the analysis of the produced data the project comes with a suggest as to how the two elements can be further developed to increase the possibility of reaching the target group and more likely getting them to register their opinion on organ donation.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||29 maj 2018|