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Introduction
In 2015, Cerddwn Ymlaen organised The Lap Of Wales Challenge in aid of Elen’s Fund, the organ donation charity established by Rhys Meirion.
“My niece, Gwenllian, and my sister Elen had a conversation about organ donation weeks before Elen had her fatal accident. My family was able to consent to Elen’s organs being donated because we knew that was what she wanted. We’ve been better able to cope with our tremendous loss because we know that Elen’s wishes have been fulfilled. Crucially, a huge burden was lifted off my family because Gwenllian and Elen had discussed Elen’s wishes prior to her accident.”.
Through the Lap of Wales and associated events, Cerddwn Ymlaen aimed to make people across Wales more aware of the need to talk about organ donation and transplantation. The message was simple and important: decide whether you would like to donate your organs and share your wishes with your family members and close friends. Whilst we would love to see a revolution in consent, with more people agreeing to donate their organs, our aim and focus was not to encourage people to agree to donate their organs. Our aim was to help inform people in Wales about the importance of making their organ donation wishes known and to establish Elen’s Fund as a new charity in Wales.
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The Event
Twelve Welsh celebrities were invited by Cerddwn Ymlaen to engage in fun and physical challenges travelling around Wales by various and unique means. The week’s events included a televised concert, a dramatic production, educational visits and exhibitions held in prominent venues across Wales during the week-long challenge. Led by Rhys and Gwenllian, well-known Welsh personalities Iolo Williams, Tara Bethan, Ffion Dafis, Bryn Fôn, Gerallt Pennant, Tudur Owen, Dilwyn Morgan and Sioned Terry accepted the challenge. They were also joined by Alejandro Jones, a singer/songwriter from Patagonia and Iolo Williams’ son, Dewi. The challengers traversed Wales, shearing sheep, riding on tandems and rickshaws, pushing hospital beds and flew down zip wires, to name but a few of the activities along the way. They walked, flew, sailed, and rode on 55 different modes of transport throughout the week-long event from the 3 rd to the 11 th of July 2015. Each day, the challengers personally met families affected by organ donation, school children, community groups and health care staff, and they celebrated with patients and supporters. At multiple points during the week, the team was also joined by organ recipients and families whose loved ones had donated their organs in a show of support for the challenge and its aim to raise awareness.
“I want people to talk to their families and understand that if you can do it [donate organs], it makes so much difference, and it will be of so much comfort to you… So what you’re doing [with The Lap of Wales Challenge] is fantastic, and thank you.”
Jane Jeffs Widow
“I think they’ve done a fantastic job, and what’s been really encouraging for me to hear is that people already knew about the legislation, they are aware there’s going to be a change in legislation in December here in Wales. That was great to hear.”
Leslie Griffiths AM Former Minister For Communities
“6 months ago today I received a liver transplant. Sadly, only 1 in 20 people with liver cancer receive a liver transplant, because there simply aren’t enough donors. Thank you so much for all you’re doing, because it’s that work that you are doing, the work that you have done, that saved my life”
Anonymous, received a liver donation
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Aims
● To promote the need to talk about organ donation with loved ones and to raise
awareness of the new organ donation legislation that was introduced in Wales on December 1st, 2015.
● Create a neutral and independent national project with the support and
collaboration of NHS representatives working in organ donation in order to help to ensure that the introduction of a system of deemed consent to organ and tissue donation in Wales is a success.
● To establish Elen’s Fund as a charity synonymous with organ donation in Wales.
● To use existing resources and compile new educational tools, build on existing networks of stakeholders and involve volunteers wherever possible to create a high profile event.
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Supporting Events
An estimated 5,000 people actively participated in the concerts, events and activities arranged alongside the Lap of Wales Challenge.
The Concert
A sold-out concert at Rhyl Pavillion was broadcast by S4C on Saturday, July 4th 2015. Many of the challengers took part in the concert in front of a thousand-strong audience, presented by Dilwyn Morgan and Tudur Owen. Performances included Rhys Meirion, Elin Fflur, Sioned Terry, Bryn Fôn and Leonardo and Alejandro Jones, two musicians and brothers from Trevelin, Patagonia.
“Two hours of sheer delight prompted many in the audience to say multi-talented concerts of this nature should be put on more often.”
Eryl Crump, Daily Post Review: Lap of Wales Opening Concert
The concert was promoted with bilingual adverts on TV and radio, as well as traditional media such as regional newspapers and websites.
The Theatre Production
Moving On , the story of the tragic accidental death of a young woman and the agony of her family in deciding whether or not to give her organs, was commissioned by Cerddwn Ymlaen to run alongside the Lap Of Wales. It was described as “an emotional, must see, wonderfully performed play” .
“Productions such as Theatr na nÓg’s Moving On are a great way to encourage people to talk about their organ donation wishes. It does so in a human way and puts the need for having that discussion in context.”
Mark Drakeford AM Former Minister for Health & Social Services
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Sara Lewis of Theatr na nÓg wrote and directed this moving production which was performed in the wake of the Lap of Wales in many venues across Wales including the Pier Head Building in Cardiff, the Community Hall in Bronwydd and the Galeri in Caernarfon.
The play was staged 9 times during the week of the event. It is estimated that over 1,000 people saw the play. The feedback was overwhelmingly positive .
Moving On is currently being considered as a play for television as well as being adapted as a radio play in Welsh and English.
The Exhibition
An exhibition was held at over 35 different venues, hospitals, shopping centres and supermarkets across Wales during the week of the event. The team ran two exhibitions concurrently, consisting of easy to assemble pop-up backdrops and pull-up roller banners to highlight key messages and visible branding. The plan was for the exhibition team to leapfrog each other throughout the day, sometimes visiting as many as five locations in one day. The different organ donation options were explained to the public and they were able to register their wishes through the Organ Donation Wales website. The exhibitions also promoted the Welsh Government’s branded materials and NHS Blood & Transplant resources. The training and information provided by the Welsh Government and separately by Specialist Nurses for Organ Donation (SNODs) and Clinical Leads for Organ Donation (CLODs) meant that the well briefed exhibition team was able to adequately answer all questions.
Over 35 exhibitions were held. Over 3,200 people were engaged in direct conversation about organ donation. Literature relating to changes to the organ donation system in Wales was distributed to over 5,000 people.
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Promotion & Marketing
Due to the event’s nature of raising awareness, the promotion and marketing of the event would be crucial to its success. Several means were used to promote the Lap Of Wales Challenge.
Television
Concert Advert
The Opening Concert was promoted with an animated advertisement that was broadcast on S4C in both Welsh and English.
Welsh: https://www.youtube.com/watch?v=FdnWVuw9w4s English: https://www.youtube.com/watch?v=SZYB7TTGb3I
This advertisement was broadcast more than 25 times, reaching an estimated 240,100 people. Following this campaign, the event sold out .
Event Advert
A second advertisement was also produced to promote the Lap Of Wales itself, encouraging the public to come support the team, to attend the evening events, to donate to the event’s JustGiving account, and to find out more from the website.
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Welsh: https://www.youtube.com/watch?v=cfAZMXylIa8
English: https://www.youtube.com/watch?v=v2L0BanQT2o
This advertisement was broadcast more than 25 times, reaching an estimated 240,100 people.
Heno
The Lap of Wales regularly featured on Heno , the nightly magazine-style show on S4C, with live broadcasts throughout the event week. We have had a great relationship with the show since the beginning of Cerddwn Ymlaen events. Two of their presenters, Gerallt Pennant and Elin Fflur, have been avid supporters, with Gerallt being a core challenger since the beginning, and Elin having sung in the majority of our evenings of entertainment.
Press Releases
Over 20 press releases were issued through Cerddwn Ymlaen in the weeks building up to the Lap of Wales, during the weeklong challenge and in the immediate aftermath. The articles featured in local and national press, with the largest uptake in publishing being in North Wales. Additional articles were written by local journalists and others involved in specific events. Theatr na nÓg issued separate press statements to promote the drama in advance of the Lap of Wales to highlight the play’s impact and the incredible reception it received.
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Website
A bilingual website was developed to provide all the information about the event, which included the following:
● A map of Wales that set out the schedule, which was regularly updated as details changed.
● Profiles for each of the challengers.
● Visibility for each of the sponsors.
● Setting out the importance of the discussion about organ donation and the
change in legislation in Wales, including facts and figures, and the Organ Donation: The Facts animation that was produced for Cronfa Elen.
● A full list of associated fundraising events and details of how to take part.
● An integrated ecommerce platform, allowing us to take payments for event registration, such as the Recycle bike ride.
● Integration of the JustGiving API, allowing users to sign up for a fundraising profile on the JustGiving platform without leaving the Lap Of Wales website.
● Details about the organisers, including Cerddwn Ymlaen and Awyr Las.
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We were able to secure the new .wales and .cymru domains under the Wales Business Priority Phase, before they became available to the public, which helped to strengthen the brand as a Welsh event.
Since April 2015, the website received 52,700 page views from 10,176 users .
The website was built to respond to differing screen sizes, meaning it was suitable for viewing on mobile. This was put to great effect as 20% of all traffic to the website was from an iOS device (ie. either iPhones or iPads) and 6% from an Android device.
Social Media Engagement
The event had several platforms available in order to push out relevant content in the lead up to, and during, the event.
Elen’s Fund Video Content
A percentage of the original marketing budget for the Lap Of Wales was apportioned towards creating video content to establish Elen’s Fund as an organ donation charity during the build-up to the event.. Organ Donation: The Facts An animation was commissioned in Welsh and English in order to establish the facts regarding organ donation in Wales. We felt this was a crucial foundation in order to build the campaign upon.
Welsh: https://www.facebook.com/cronfaelen/videos/880473151994575/
English: https://www.facebook.com/cronfaelen/videos/880477195327504/
The animation had 6,663 views on Facebook with 98 likes and 97 shares .
Interviews Several interviews were filmed with various people involved in the organ donation process, with a view to outputting short-form content across social media.
The interviews had 10,168 views on Facebook with 234 likes and 156 shares .
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Content was posted on the Lap Of Wales Challenge page, and subsequently shared on the Cerddwn Ymlaen and Cronfa Elen pages.
A total of 1,186 photos were uploaded during the event.
(statistics continued overleaf)
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The Lap Of Wales Challenge https://www.facebook.com/cylchdaithcymru.lapofwales/
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Cronfa Elen https://www.facebook.com/cronfaelen/
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Cerddwn Ymlaen https://www.facebook.com/cerddwnymlaen.walkon/
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YouTube
Bio Videos A video was made with each challenger in the build-up to the event in order to familiarise the public with each challenger and their reasons for taking part.
Rhys Meirion https://www.youtube.com/watch?v=IJeyC_OCAUg
Tudur Owen https://www.youtube.com/watch?v=3QHlfq65mzk
Bryn Fôn https://www.youtube.com/watch?v=zzGcmHvdVlk
Gerallt Pennant https://www.youtube.com/watch?v=yOeIwaG9cEY
Tara Bethan https://www.youtube.com/watch?v=D-d5zHizzMg
Iolo & Dewi Williams https://www.youtube.com/watch?v=PB4w0hJktzY
Dilwyn Morgan https://www.youtube.com/watch?v=7sFjKfNNsAQ
Gwenllian Boyns https://www.youtube.com/watch?v=w_93HdU4DqY
Sioned Terry https://www.youtube.com/watch?v=5-V7fZPfKNY
Ffion Dafis https://www.youtube.com/watch?v=bHUqO3V6Vos
Alejandro Jones https://www.youtube.com/watch?v=4MTBdV-9LcA
A total of 5938 views
Daily Event Videos A summary video was produced for each day of the challenge. They covered the events of the day, interviews with those involved and encouraged the public to visit the website and donate to the cause.
Day 1 https://www.youtube.com/watch?v=cEzCPxcnMI0
Day 2 https://www.youtube.com/watch?v=1kjvuKZnGlQ
Day 3 https://www.youtube.com/watch?v=cMUQy56mZRg
Day 4 https://www.youtube.com/watch?v=c9Tq7AuATZA
Day 5 https://www.youtube.com/watch?v=d0qgtbtehng
Day 6 https://www.youtube.com/watch?v=D6DpVtQ3gzE
Day 7 https://www.youtube.com/watch?v=zE-mM7y_opQ
Day 8 https://www.youtube.com/watch?v=D9db_VYUa2k
A total of 3975 views
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CD Release
After the success of Cerddwn Ymlaen’s recording of The Prayer and You’ll Never Walk Alone which reached number one in the World iTunes Charts in 2013, Rhys produced a tribute song to organ donors called Gift of Life (Nerth Y Gân) . This became the signature song for The Lap of Wales Challenge. We are grateful to Robat Arwyn for composing the music, to Tudur Dylan Jones for the words and to Annette Bryn Parry, Graham Land and Rhys Taylor for being the instrumentalists on the recording. The song was sung by Rhys Meirion in each the evening concerts during the event, including its premiere in the televised concert in Rhyl. It was also sung outside the Senedd in Cardiff. The CD of the song is still on sale and is proving very popular. There are now plans afoot for Gift of Life to be used as the signature song for organ donation throughout the UK. https://itunes.apple.com/gb/album/nerth-y-gan-gift-of-life-single/id1012474150
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Financial
Income
A total of £155,414 was raised to fund the Lap of Wales Challenge.
£85,000 was provided by Welsh Government and the Betsi Cadwaladr and Cardiff & Vale health boards. £20,000 came from commercial sponsorship. £20,273 came from direct donations. The remaining monies were the proceeds of events and fundraising.
Expenditure
The event incurred a total of £154,045 in overall expenditure.
Summary of Accounts
Please see the consolidated accounts at the end of this report for a breakdown of income and expenditure.
Commercial Sponsorship
Commercial sponsorship was sought from the early stages of planning, with Gardners Accountants and North Wales Tidal Energy named as main sponsors. A further 42 sponsors provided funding and services-in-kind, and were given visibility on the website and promotional materials as well as mentions during speeches throughout the event. Sponsor URL
A.James a'i Feibion
Betsi Cadwaladr Health Board http://www.wales.nhs.uk/sitesplus/861/home
Boyns http://www.boyns.net
Brodwaith http://www.brodwaith.co.uk
Brodyr Evans http://www.brodyrevansbros.co.uk
Bysiau Cwm Tâf http://tafvalleycoaches.co.uk/
Cardiff Vale & Health Charity http://www.cardiffandvaleuhbcharity.org
Carmarthen Coracle & Netsmen’s Association http://www.facebook.com/carmarthen.coracles
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Castell Hywel http://www.castellhowellfoods.co.uk
Ceir Cawdor Cars http://www.cawdorcars.co.uk
Cwmni Da http://www.cwmnida.tv
Dalton's ATVs http://www.daltonsatvs.co.uk/
Ffestiniog & Welsh Highland Railways http://www.festrail.co.uk
Forge http://www.audivwforge.co.uk/
Gelli Civil Engineering http://www.gellicivileng.co.uk
Gentle Giants http://www.cardiganshires.co.uk
Glannau Teifi Vintage Car Club
Gwili Jones http://www.gwilitractors.co.uk
H Lewis
H. W. Humphreys & Son http://www.humphreysoil.co.uk
Heno http://www.heno.tv
Huws Gray http://www.huwsgray.co.uk
LaBelAbel http://www.labelabel.co.uk
Ladds http://laddsclynderwen.co.uk/
Llandudno Ski Slope http://jnlllandudno.co.uk
Llety Moethus Tynrhyd http://www.tynrhyd.com
Micrographics http://micrographics.co.uk
Morfa Bay Adventure http://www.morfabay.com
On 2 Wheels http://www.on2wheelsmotorcycletraining.co.uk
Pembrokeshire Motorcycle Club http://pembrokeshiremotorcycleclub.co.uk
Rees Element Executive Search http://www.reeselement.co.uk
Ribride Adventure Boat Tours https://www.ribride.co.uk
S4C http://www.s4c.cymru/
Slaters http://www.slaters.com
Storm & Shelter http://stormandshelter.com
Teithiau Cambria http://cambriatours.co.uk
Teithiau Tango http://www.teithiautango.co.uk
The Daily Post http://www.dailypost.co.uk
Times Two Tandems http://www.timestwotandems.co.uk
Trefigin http://trefigin.cymru
Virgin Trains http://www.virgintrains.co.uk
Welsh Government http://gov.wales
Y Lolfa http://www.ylolfa.com
Zip World http://www.zipworld.co.uk
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Moving Forward
Elen’s Fund
Thanks to the initial work of the Lap Of Wales Challenge, we hope that Elen’s Fund continues to go from strength to strength in the future. Elen’s Fund plans to continue to promote the need to talk about organ donation and to seek support and raise funds for the following:
● Equipment (for example, state-of-the-art medical equipment for Emergency and Intensive Care departments or communication devices to aid home dialysis)
● Facilities (for example, bereavement suites in Intensive Care Units)
● Education and Training (for example, simulation days for nurses and doctors to train in how to approach and care for potential donors and their families)
● Research
● Special projects (for example, support networks for donor families)
Subsequent Events & Fundraising
Since the Lap of Wales, members of Cerddwn Ymlaen have been involved in fundraising initiatives, most recently when the Three Welsh Tenors sang at the Welsh Grand National and secured a donation of £5000. Another concert with Rhys Meirion, Mike Peters and Bryn Fôn is planned for the Rhyl Pavilion in November 2016. Volunteers have also set up subsequent fundraising events, the most notable being the ‘Lap of Anglesey’, a circumnavigation of the island in a small boat being planned for next summer by Graham Heighton, a supporter of Elen’s Fund, whose organs were donated when she tragically passed away. Another Recycle bike ride is also being organised by Awyr Las.
Lessons Learnt
● Because of the huge emphasis on raising the profile of organ donation and
promoting the national conversation between families, the fundraising initiative was often a secondary consideration. This has necessitated the need for further fundraising following the event in order to meet with all the expenses.
● We should be hesitant to compare the fundraising performance of Lap Of Wales to previous Cerddwn Ymlaen events, as Cronfa Elen is a brand new charity. The
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Wales Air Ambulance was a very well established charity that was very well publicised throughout the country, which naturally led to a much higher number of donations in previous events. The Lap Of Wales sought to establish Cronfa Elen as a charity, and in doing so, positions the charity in a promising position moving forward.
● In previous Cerddwn Ymlaen events, the public stages (in which members of the public could take part in sections of the challenge) were an effective method of fundraising and gathering support for the event. Due to the complex logistical nature of the Lap Of Wales, there weren’t as many opportunities for the public to take part which may have been a contributing factor to the significant decrease in donations.
● The nature of the Welsh-speaking celebrities could have had an alienating effect
on non-Welsh-speaking audiences. A wider range of celebrities known to non-Welsh-speakers could have made a big difference in attempting to include the wider community.
● Outside Elen’s Fund’s main goal of raising awareness of the need for families to
discuss organ donation, the objectives of the charitable fund were broad, without having a clear focus on specific needs. Campaigns in the future must have more obvious and clearly defined objectives such as raising money for a particular clinical unit or clinical need.
● In light of emerging social media trends, in order to encourage more views for video content, videos should be uploaded natively to Facebook rather than be uploaded to YouTube and shared. This was done with subsequent Cronfa Elen content and those videos received much more attention.
Conclusion
Thanks to the thousands of conversations that were had during the build-up to the event, the event itself, the many exhibitions, theatre production, television coverage and press reports, as well as subsequent events and coverage, we are confident that the Lap Of Wales Challenge caused an unprecedented thrust in the awareness of organ donation in Wales. Whilst the fundraising aspect of the event could have been more successful, together we succeeded in significantly raising the profile of the need for families in Wales to talk about organ donation, and in turn, saved some lives along the way. It only remains for us to thank everyone who took part, every member of the extended team and every single person who has supported us along the way.
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