Authors: (including presenting author): :
Li CS
Affiliation: :
Central Nursing Division, Queen Elizabeth Hospital
Keyword 1: :
Public Health Promotion Strategy
Keyword 2: :
Organ Donation
Introduction: :
Abstract Booster dose helps strengthen the vaccine protection after the initial immunization, so does public health campaign needs a booster to sustain its effect as well. Drawing insights from the Honor Walk(HW) and the tailor-made “Friendsgiving café” which is a free musical and food fair carnival organized by the Queen Elizabeth Hospital(QEH). This combined activities form the best hybrid public health promotion strategy that may arouse public awareness about OD promptly.
Objectives: :
Introduction The OD rate has been reached a record low of 3.2 PMP in 2023(1, 2) and OD is a complex public health issue as it involves ethical and social consideration(3) that requires public awareness and participation(4). Giving the shortage of transplantable organs, two HWs has been organized by the QEH in 2025 with the aim of honoring the donor’s legacy and boost up public awareness of OD as well, in order to sustain the ripple effect, a Special well-planned public health marketing event was launched few months later.
Methodology: :
This is a retrospective study to explain why carnival can serve as a booster and able to sustain the effect created by the HW. Self-Determination Theory(SDT), Health Belief Model(HBM)(5) and a couple of marketing strategies(e.g. Influencer(6), Push & Pull(P&P)(7) and Social Media(8)) will be used to explain the combined synergy effect. SDT, in short, it emphasis the motivation of intrinsic(e.g. foster sense of personal accomplishment) and extrinsic(e.g. public recognition)(9, 10), whereas HBM focus on level of incentive and degree of one’s susceptibility could change individual behavior(11, 12). The marketing strategy was derived from the above-mentioned models’ determinants and details will be illustrated in the next section.
Result & Outcome: :
Discussion It is argued the movies “The last dance (破·地獄)” has aroused public awareness about the issue of life-and-death as this offer best timing(13) that public health promoters are long looking for. It is notice that a well-planned catchy slogan “Friendsgiving(*thanks*giving) café” is capable of capturing public attention(14). Numerous researches confirmed knowledge, peer effect and age group could be the factors that affect the intention of OD(15, 16). With the aim of increasing staff awareness about OD only, organ recipients were invited and they served as influencer(17), selfie icon(e.g. dress up as an angel), story teller(e.g. interact with audience) and show case that they are not only enjoy healthy life but also contribute society greatly. Studies revealed parents did not have knowledge of OD tend to overrule kid’s OD decision(18), in view of this, a band specialized singing "Gold Oldies 60s" songs was invited(19) along with 70s local slack, an on-site baked egg-waffle was offered for this age group(20). In order to expand the target population, three KOLs of different age groups were invited(21): A celebrity canto-pop music producer who was the base guitarist of the band, the lead singer who was a heart-recipient and a volunteer from secondary school who was good at Latte art. All in all, the strategy that we deployed has attracted large number of “views”, “like” and “tags” about this event on their social media(17, 21) and this confirmed nudging effect(8) is one of the best strategy for health promotion. Conclusion: Being market sensitive is critical, as it enable promoter to seize any opportunity in the right time at the right place(14). By integrating the right marketing strategy and the health theories along with the well-planned activities, one can nudge participants about any public health concept. Reference 1.HKSAR. LCQ18: Promoting organ donation 2025 [Available from: https://www.info.gov.hk/gia/general/202306/14/P2023061400575.htm. 2.IRODAT. Donation Activity Chart 2025 [Available from: https://www.irodat.org/?p=database. 3.Kiani M, Abbasi M, Ahmadi M, Salehi B. Organ transplantation in Iran; current state and challenges with a view on ethical consideration. Journal of clinical medicine.. .etc...
