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19/10/2010 by
6672 views

Save Your Friends’ Life On A Social Network

Dutch social network site Hyves recruited 25.000 organ donors with an online campaign for the Dutch Transplantation Foundation.

The Hyves gadget is an extension of the national campaign called ‘Yes or No’. It started in April 2010 and reached out to the almost ten million users of Hyves asking them if they would save the life of a loved one.

The donor gadget walks the user through several questions lowering their guard and in the end asks them to enroll as an organ donor. Above you see a screen-print of the gadget.

How It Works?
Hyves designed a personal gadget using the information of the user.

The first step is to apply the gadget and show that you are a donor, when answered ‘no’ the gadget asks if you would like to be a donor, when answered ‘yes’ the gadget asks if you want to show this on your profile.

If you place the gadget on your profile it uses your name and profile picture and asks the visitors of your profile if they would save your life if they could.

The gadget has a smart way of using commitment, consistency and the force of social evidence.

When the user answers the first small question positive, they are more likely to answer the other more loaded questions too. When the user is committed to the gadget it sends out a signal (evidence) to his/her friends that this topic is important to them, something others will copy.

This way, 217.000 Hyvers declared that they would give away their organs if necessary.

‘The Big Donor Show’
The Netherlands was shaken up once before concerning organ donation, in 2007 a Dutch television network BNN hosted a TV show where a terminally ill women had to choose between three kidney patients for the donation of her kidneys.

The TV show was a hoax, but it made the 1,2 million viewers aware of the shortage of organ donors. After the show over 12,000 people enrolled as an organ donor.

Check out this memorable TV program that eventually won an Emmy award, with English subtitles so you can all understand the show:



My Opinion?

We believe the Dutch transplantation foundation shows they’re commitment and knowledge on how to reach the public when it concerns a difficult topic such as organ donation.

Although it might be a bit confronting for the younger users of Hyves.

What About You?

Do you think that the Dutch transplantation foundation did the right thing putting organ donation in the spotlight on a social networking site with a largely young audience?

 

Follow Category?

Follow Author?

Laurens Bianchi
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