September 2022 DonateLife Network Update

Dear DonateLife team, 

I hope you’re all doing well and enjoying the longer days as summer approaches! 

As promised in August, in this month’s update I’d like to share the results of our evaluation of this year’s DonateLife Week campaign. There’s also exciting news from the Australian and New Zealand Paired Kidney Exchange team and lots of updates from across the DonateLife Network — including some fantastic Jersey Day pictures! 

As you know, this year The Great Registration Race for DonateLife Week kicked off in July, peaking with DonateLife Week from Sunday 24 July to Sunday 31 July and continuing until the end of August.   

DonateLife Week evaluation 

Building on the success of 2021, our 2022 DonateLife Week campaign continued its evidence-based approach, with a refined look and feel that delivered a compelling call to action, to drive up registrations on the Australian Organ Donor Register (AODR).  

We wanted to continue to reach out to the 13 million Australians aged 16+ who are eligible to register as organ and tissue donors, but haven’t. We know 4 in 5 Australians support organ and tissue donation – but only 1 in 3 is registered. That leaves 13 million eligible Australians who haven’t registered.   

The mission this year was to convey urgency and spark action. Our message was this: don’t delay, register today — it takes less than 1 minute to sign up at donatelife.gov.au or just 3 taps in your Medicare app.  

Our aim, as with last year, was to encourage up to 100,000 more Australians to register as organ and tissue donors and talk to their family about donation. We didn’t quite make the target — we knew 100,000 registrations was a big ask, as last year we saw a significant boost in registrations in August via the Medicare Express App, as waves of people accessed their COVID-19 vaccination certificates and signed up to the AODR at the same time. This factor wasn’t in play this year, but I’m still incredibly proud of what we did achieve. During the campaign period, 60,000 more Australians registered as organ and tissue donors.  

And importantly, we continued to raise DonateLife’s profile in the public eye — in a big way. You couldn’t leave the house in July without coming across DonateLife Week advertising, news stories or monument light-ups.  

This year’s campaign was supported by strategic partnerships within the sporting, media and community sectors to extend the reach of the campaign into Aussie homes. Key activities included targeted TV, digital and radio advertising, social media engagement, ambassador outreach and a strong PR and media push. We also initiated new activation opportunities, including ‘2 sips to register’ coffee cup stickers with participating cafes around the country, and involvement from corporate workplaces.   

We saw strong and highly targeted media coverage and digital engagement this year — and had the privilege of sharing remarkable and heartfelt stories of love, loss, resilience, hope and gratitude from donor families, transplant recipients, as well as staff and volunteers from all around Australia.  

We saw more than 4,200 pieces of news about the campaign across TV, radio, print and online. This year there was a 59% increase in TV news stories, which we know reach a big audience. 

Our presence on social media was also strong — 3.21 million people saw our posts, up 147% from last year! 

We only achieve these results due to the efforts of many, including those of you in the network who took part — thank you! 

Every action helps. Posting a selfie on social media, sharing DonateLife messaging, being interviewed for the media, or speaking to your family, friends and colleagues about the importance of organ and tissue donation. We are so grateful for your support.   

Meeting with the new Assistant Minister for Health and Aged Care 

As you know there was change of Government at federal election this year. For the OTA, this means a change of Minister who has responsibility for the OTA. The new Minister is Ged Kearney MP - the Assistant Minister for Health and Aged Care.  As a former nurse who worked at the Austin, Assistant Minister Kearney has a good understanding of transplant and the importance of the work we do. We have briefed her  about the work of the DonateLife Network and our upcoming priorities. Among other topics, we discussed the impact of COVID-19 on the donation and transplant sectors and opportunities for increasing consent rates. We also touched on the issue of donor registration status on drivers’ licences and on ways to further boost organ and tissue donation registration rates. 

ANZKX resumes 

The other big news this month was that the Australian and New Zealand Paired Kidney Exchange (ANZKX) program conducted its first trans-Tasman exchange since COVID border closures in 2020. The exchange involved transfers from Auckland to Melbourne and Melbourne to Auckland. There were four transplant surgeries conducted on the day, which were part of seven transplants in total for this chain. The ANZKX team is now planning future trans-Tasman exchanges, with the next one scheduled for October.  

Congratulations to all involved — it’s wonderful to see exchanges between Australia and New Zealand up and running again! 

Warm wishes
Lucinda

Saffron Day 2022 is Saturday 22 October. Saffron Day honours the life of little Deyaan Udani, a bright seven-year-old boy, who tragically died in 2016. 

The decision by Deyaan’s parents to donate his organs meant that four lives were saved as a result of this incredible gift. 

We’re encouraging people to take three steps in one minute. 

1. Register your decision to save lives as an organ and tissue donor 
2. Wear something orange and take a photo and post it on social media with hashtags #doitfordeyaan #Saffronday 
3. Encourage family and friends to do the same 

Why Saffron? Saffron symbolises courage, strength and sacrifice; qualities seen in little Deyaan. Saffron is especially important to the Udani family as orange was Deyaan’s favourite colour. 

Saffron Day is supported by a 2022 DonateLife Community Awareness Grant. 

RJ Manish, The Executive Producer of Manpasand Radio 91.1 FM (a Hindi community radio program and the voice of Hindi speaking community) reached out to for an interview to raise awareness of organ and tissue donation amongst the Hindi speaking people of the ACT and surrounding region.  We were fortunate enough to be able to call on our very own Canberra Hospital ICU Director, Dr Manoj Singh who kindly agreed to be interviewed by Manish.  Not only was the interview aired on Manpasand Radio, it also featured on their Facebook page.  A big thank you to Manish for his enthusiasm for highlighting the importance of organ and tissue donation and to Dr Singh for being so eager to speak about a good cause to his fellow Hindi speaking Australians. 

Pictured: RJ Manish from Manpasand Radio with DLACT staff. 

DonateLife NSW

Jersey day at John Hunter Hospital 

This year, for Jersey Day at John Hunter Hospital, the team sought permission from the hospital executive to allow all staff across the whole site to wear their favourite sporting jerseys.  

Prior to the day, Louise Umbers and Sue Frew visited all wards across the hospital, provided them with posters and information about Jersey Day. This was well received by ward managers and staff.  

The actual day for the Organ and Tissue donation team was busy, as they had two separate tissue donations occurring, one being a multi-tissue donor. Despite this, there was a good response from staff, it was fantastic seeing so many staff wearing their sporting jerseys across the hospital. This event proved to be a strong conversation starter. Several staff commented how they were stopped by members of the public, who asked about why they were wearing their jerseys and what Jersey Day was about. The DSM’s had a couple of people also ask how they can register their organ and tissue donation wishes. 

Louise Umbers accompanied the media and communications team to meet with an 11-year-old liver transplant recipient and presented her with some Jersey Day footballs.  

Jersey Day was also promoted through the HNE health page, along with a picture of ICU staff. 

Pictured: ICU staff at John Hunter Hospital get behind Jersey Day. 

DonateLife NT

Jersey Day 

Jersey Day was celebrated across the NT, from Alice Springs and Royal Darwin Hospital’s to Tennant Creek Police. People across the NT were showing off their team colours and encouraging conversations about organ donation.  

Pictured: The NT ‘went big’ for Jersey Day. 

First Nations Engagement Group  

The First Nations Engagement Group (FNEG) is very pleased to announce the successful applicant for our tender to procure a First Nations advisory body. ABSTARR Consulting is highly recommended, with a wealth of experience providing advice on inclusion to jurisdictional and federal non-government and government bodies, including other national healthcare organisations. They will be working the OTA and DonateLife network to: 

• perform a cultural needs assessment and gap analysis to then provide recommendations on how we can improve cultural inclusivity across our organisations, 

• develop a framework to guide staff in the clinical space and empower them to provide better support to First Nations families through the donation process, and 

• develop a framework to support engagement of First Nations Australians in the community. 

DonateLife jurisdictions will be linked in with local First Nations organisations to enact this framework.  

Ultimately, improved cultural inclusion in the donation space leads to greater equity in access to transplantation. The first steps in this project will involve ABSTARR contacting staff across the network, and we strongly encourage everyone to provide their perspectives. 

DonateLife WA 

RAC bstreetsmart 

RAC bstreetsmart 2022 is back on track after being postponed due to Covid. RAC bstreetsmart is a one-day event on 14 September at Perth’s RAC Arena, where 5,000 high school students learn about road safety. DLWA staff and volunteers will attend to speak with teachers and students about the importance of organ and tissue donation. 

Onam Ulsavam 

DLWA SMD Simon Towler spoke at Club Malayalam’s Onam Ulsavam event on 17 September. A DLWA information and registration stall was manned with staff and volunteers. 

Service of Remembrance 

DLWA will hold its Service of Remembrance on 27 November. 

Temporary communications officers 

Angela Snowball (Mon, Tues, Thurs) and Tracy Armson (Wed & part of Friday) will be the temporary communications officer’s covering Jenny Duggan’s position from early October. Jenny will be off work from now until mid-November. Please use the communications.donatelife@health.wa.gov.au for all correspondence. 

Staff movements 

Welcome to Tori Birchenough, who join DLWA as an Admin Officer on a temporary contract until December. 

And farewell and good luck to Alex Myszka, who has been DLWA’s temporary Admin officer for the past few months. Alex is moving on to a permanent contract at Public Health. 

Jersey Day 

And finally, the DLWA team got into Jersey Day at the beginning of September. A big thank you to everyone who participated. 

Pictured: Jersey Day in WA! 

DonateLife Queensland pulled on their jerseys and got right behind Jersey Day, from all corners of the state with medical specialists, nurses, allied healthcare works, volunteers, supporters and even McDonald’s staff posting photos in their favourite jersey. 

Cole Miller Memorial Ball  

In 2016 the nation paused when news broke that 18-year-old Cole Miller, a recent high school graduate and up and coming volleyball player, was coward punched from behind by a complete stranger and subsequently died. Cole’s organs were donated and helped others in need. Current Queensland Health Minister Yvette D’Ath was the Attorney-General at the time and won a push for harsher sentencing for these types of attacks. The Miller family held an inaugural memorial ball in Cole’s honour on Friday 16 September, inviting DonateLife Queensland as their special guests. Dr Leo Nunnink, Tina Coco, Margie Kruger and partner, Belinda Chilton and Alana Cresswell represented DonateLife and the Organ and Tissue Authority. They were accompanied by heart recipient Zac Esso and his mother Dionne, who is currently being worked up for the heart transplant waitlist. It was a touching night and one the team were all proud to be a part of. 

Clinical update  

Eye tissue donation is now able to be offered in North Queensland thanks to our wonderful Donation Specialist Nurse Coordinator Donna Contor, based in Mackay. Donna recently completed her training with the Queensland Tissue Bank to retrieve eye tissue. This follows Donna receiving a Distinction from the University of Melbourne for a Graduate Certificate in Eye Tissue Banking. 

Pictured: Donation Specialist Nurse Coordinator Donna Contor

Staff updates  

• After 23 years of service with DonateLife Queensland, we’re sad to be saying goodbye at the end of this month to our fabulous Community Liaison, Alana Cresswell. Alana has lived and breathed organ and tissue donation since starting in 1999 as the Gold Coast University Hospital (GCUH) Donation Specialist Nurse, before joining the Brisbane agency in 2002 as a Donation Specialist Coordinator (DSC), followed by a role as the Education Coordinator and finishing in her current position coordinating our community engagement program and even stepping in to help the Communications Team taking photos and videos of our volunteers. We’re going to miss you, Alana! 

• Gareth Hunt recently joined us from the GCUH Intensive Care Unit as a new DSC. Prior to the GCUH Gareth worked in ICUs at Western Health Services Victoria, Nottingham University Hospital and Kings Mill Hospital in the United Kingdom.  

• Emma Burchall, who has experience in ICU and end-of-life care both at the GCUH and Alfred Hospital Victoria, has stepped into the position of Donation Specialist Nurse Coordinator (DSNC) at the GCUH to work alongside Amanda Leitch. 

• We also welcome Kirsty Caley to the Sunshine Coast University Hospital team, filling in as a DSNC while Danielle Upson is on secondment in a research role. Early last year Kirsty worked as a DSC prior to returning to the Sunshine Coast, taking her experience with her into the new role. 

• Jade Carey is now on maternity leave. We wish her all the best with baby number four! 

DonateLife SA

DonateLife SA supported Jersey Day on Friday 2 September 2022 by setting up a stall at the Royal Adelaide Hospital. Staff gave out Jersey Day branded merchandise and DonateLife information, including AODR forms, as well as answering any questions the public and staff had on the day. DonateLife SA, Celsus, Spotless and DXC staff also participated and wore their branded jerseys with the most important aspect of the day being to create a fun environment that encourages the conversation about organ and tissue donation.  

DonateLife SA staff, Dr Stewart Moodie, State Medical Director, DonateLife SA, Alana Roscio and Dale Birrell visited the Royal Adelaide Hospital dialysis unit along with some of the transplant team and Professor Toby Coates, Director of Renal and Islet Transplantation. The team met with two patients on the kidney transplant waitlist. Everyone got involved by wearing their jerseys to support Jersey Day and organ donation. 

Pictured: Alana Roscio and Dale Birrell at the Jersey Day stall in SA.