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Social
Responsibility: The Roche Commitment to Health The James Redford Institute
"Flow"
In 1995, Mr. James Redford established The James
Redford Institute for Transplant Awareness following liver transplant surgery in 1993. JRI
is a nonprofit organization devoted to educating the public about the importance of organ
and tissue donation as part of an ongoing public awareness campaign. To accomplish this
goal, JRI utilizes a comprehensive approach including the production and distribution of
high-quality films, educational outreach and a web site to raise awareness and build
public acceptance.
Flow is a 16-minute motivational film developed for teens to encourage them to
make an educated decision about becoming organ donors and to discuss their decision with
their families. An educational kit of companion materials designed to enhance the impact
of Flow accompanies the film. The companion materials are targeted to Organ
Procurement Organizations, teachers, community and social service organizations as an
effective tool to educate high school students about organ and tissue donation. The kits
include fact sheets about transplantation, discussion questions for pre and post-viewing
of Flow, and community outreach activities around organ and tissue donation.
Roche provided a grant to support the production and distribution of Flow
kits to organizations within or associated with the transplant community across the
country including Organ Procurement Organizations, the Coalition on Organ and Tissue
Donation, and the American Red Cross. In addition, through a partnership with The Links,
Inc., an international organization of more than 10,000 professional Black women, Flow
will be disseminated to schools and community organizations through their national
educational outreach initiative, "Linkages to Life." |
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