Pioneering Cross-Border Collaboration.
Tailoring Culture Change Campaigns for All Ireland.
HSCNI
Ireland Blood Transfusion Service
HSC IE
Northern Ireland Blood Transfusion Service
Irish Kidney Association
CLIENT
A partnership of public health agencies are responsible for the provision of blood and organ donation services across Northern Ireland and the Republic of Ireland, ensuring a safe and sufficient supply for patients in need. The collaboration between these agencies marks a significant step in cross-border public health initiatives.
BRIEF
In 2015, following the success of the fleshandblood campaign in the UK, Kore was engaged to replicate and tailor the model across all of Ireland. The goal was to create the first cross-border partnership between public health providers and church denominations in Northern Ireland and the Republic of Ireland. The challenge was to develop a campaign that was not only effective but also culturally relevant to both regions, while addressing the specific needs and sensitivities of the communities involved.
We applied our expertise in creating replicable and sustainable models to develop a campaign that resonated with the unique cultural context of Ireland. Building on the success of the fleshandblood initiative in the UK, we worked closely with the Health and Social Care Northern Ireland (HSCNI), the Ireland Blood Transfusion Service, HSC IE, and the Northern Ireland Blood Transfusion Service. We also partnered with major church denominations in Ireland, including the Church of Ireland, the Catholic Church in Ireland, and the Methodist Church in Ireland.
Our work involved adapting the original fleshandblood model to suit the specific cultural and religious landscape of Ireland. We ensured that the campaign was sensitive to the different traditions and values of the communities in both Northern Ireland and the Republic of Ireland, while maintaining the core message of promoting blood and organ donation as an act of generosity and faith.
One of the most significant achievements of this project was brokering the first cross-border public health partnership between Northern Ireland and the Republic of Ireland. This collaboration set a new precedent for public health campaigns in the region, demonstrating the power of unified efforts across borders.
IMPACT
Kore successfully replicated the fleshandblood campaign model, tailoring it to the unique cultural context of Ireland and ensuring its sustainability and relevance.
We brokered the first cross-border public health agency partnership and campaign for blood and organ donation services between Northern Ireland and the Republic of Ireland, marking a historic collaboration in public health.
The campaign was adapted to the specific needs and sensitivities of Irish communities, ensuring its effectiveness and resonance across different regions.
The campaign was perceived as a contributing factor to positive increases in donor statistics including a 13% increase in registered organ donors in Northern Ireland from 46% of the population in 2014/15 prior to the campaign’s launch to 51% in 2017/18.
Both the strategy and lessons learnt from this campaign provided a blueprint for future cross-border health initiatives, reinforcing Kore’s commitment to creating lasting, positive change through culturally attuned, innovative solutions.
First ➊
cross-border, sectoral health agency partnership for All-Ireland
13% ⏶
increase in registered organ donors for Northern Ireland following launch
Gallery
