The AETNA Model:Leveraging a Local Opportunity into a

National Program.Opportunity Comes A Knocking

•Gift of Life Donor Program to plan local program for AETNA office as component of Gift of Life’s WPFL initiative.

•Initial meeting to discuss creating an enhanced donor awareness program for local AETNA site w/ approx. 4,500 employees in 10/02.

• Primary Donor Awareness Campaign with focus on 4 local sites in Greater Philadelphia area.

The AETNA Model:Leveraging a Local Opportunity into a

National Program.CREATING ABUNDANCE

• Viewed the AETNA program as a potential national campaign with greater opportunity/larger scope.

• Identified key AETNA WPFL Donation Champions

• Rallied a Team of National Resources (HHS/HRSA, Coalition on Donation) to support AETNA campaign.

• Created AETNA Senior Level Management Buy-In with a cross-functional team from across the US.

The AETNA Model:Leveraging a Local Opportunity into a

National Program. CREATING A WIN/WIN

•Developed a National Campaign

•Established twice monthly conference calls to coordinate campaign implementation.

• Identified AETNA sites/ lead contacts across the US.

• Leveraged partnership with Coalition on Donation and AOPO PR/PE Council.

The AETNA Model:Leveraging a Local Opportunity into a

National Program.RESULTS

• National Campaign reaching more than 40,000 Aetna employees

• Utilized all AETNA communication pathways to promote the campaign.

• 26 AETNA on-site donor awareness programs during Donate Life month = 22,000+ employees

• Local Event with National Medical Officer to launch Coalition’s African American Campaign generated media coverage for AETNA

• On-going Commitment from AETNA as WPFL

Donate LIFE!

THOUSANDS OF PEOPLE ON THE US TRANSPLANT WAITING LIST & THEIR

FAMILIES - DEPENDING ON US TO INSPIRE OTHERS TO DONATE LIFE!

Our Inspiration