Abstract：
BACKGROUND: Stories are powerful in their ability to disseminate information in a meaningful way. We hypothesized that a stem cell donation story library optimized for social media could support the education and recruitment of committed unrelated hematopoietic stem cell donors from needed demographic groups.
METHODS: We developed Why We Swab, a library of stories on stem cell donation (facebook.com/WhyWeSwab; instagram.com/WhyWeSwab; twitter.com/WhyWeSwab), and evaluated its impact across social and traditional media as well as on eligible potential donors\' knowledge and attitudes towards donation.
RESULTS: As of December 2021, the library included 28 story arcs featuring 45 storytellers from diverse ancestral backgrounds, including 8 donor-recipient stories. Overall, the stories reached >92,000 people across social media. Notably, stories were republished by 18 print/ broadcast media outlets in Canada and by major medical organizations. A series of stories shown to 33 eligible potential donors improved mean total scores on a donation knowledge test (64% to 85%, p < 0.001), reduced mean ambivalence scale scores (3.85 to 2.70, p < 0.001), and improved participants\' willingness to register as donors (45% to 73%, p < 0.005). Data are also shown demonstrating that stakeholders valued the library and that its deployment was associated with improved donor recruitment outcomes in Canada.
CONCLUSIONS: Why We Swab is accessible and relevant to a wide audience, including stem cell donor registries and recruitment organizations seeking to improve their recruitment efforts as well as to blood and organ & tissue donation organizations who can adapt the Why We Swab model to their audiences.
METHODS: We developed Why We Swab, a library of stories on stem cell donation (facebook.com/WhyWeSwab; instagram.com/WhyWeSwab; twitter.com/WhyWeSwab), and evaluated its impact across social and traditional media as well as on eligible potential donors\' knowledge and attitudes towards donation.
RESULTS: As of December 2021, the library included 28 story arcs featuring 45 storytellers from diverse ancestral backgrounds, including 8 donor-recipient stories. Overall, the stories reached >92,000 people across social media. Notably, stories were republished by 18 print/ broadcast media outlets in Canada and by major medical organizations. A series of stories shown to 33 eligible potential donors improved mean total scores on a donation knowledge test (64% to 85%, p < 0.001), reduced mean ambivalence scale scores (3.85 to 2.70, p < 0.001), and improved participants\' willingness to register as donors (45% to 73%, p < 0.005). Data are also shown demonstrating that stakeholders valued the library and that its deployment was associated with improved donor recruitment outcomes in Canada.
CONCLUSIONS: Why We Swab is accessible and relevant to a wide audience, including stem cell donor registries and recruitment organizations seeking to improve their recruitment efforts as well as to blood and organ & tissue donation organizations who can adapt the Why We Swab model to their audiences.
摘要：
背景：故事在以有意义的方式传播信息的能力方面非常强大。我们假设，针对社交媒体优化的干细胞捐赠故事库可以支持从所需的人口群体中招募不相关的造血干细胞捐献者。
方法：我们开发了为什么我们要擦洗，关于干细胞捐赠的故事库(facebook.com/WhyWeSwab;instagram.com/WhyWeSwab;twitter.com/WhyWeSwab)，并评估了其在社会和传统媒体中以及对合格的潜在捐赠者的知识和对捐赠的态度的影响。
结果：截至2021年12月，该图书馆包括28个故事弧，其中包括来自不同祖先背景的45个讲故事的人。包括8个捐赠者-接受者的故事。总的来说,这些故事在社交媒体上覆盖了>92,000人。值得注意的是,加拿大18家印刷/广播媒体和主要医疗机构重新出版了故事。向33名符合条件的潜在捐赠者展示的一系列故事提高了捐赠知识测试的平均总分（64％至85％，p<0.001)，平均矛盾量表得分降低(3.85至2.70，p<0.001)，并提高了参与者登记为捐赠者的意愿(45%至73%，p<0.005)。数据还显示，利益攸关方重视图书馆，其部署与加拿大捐助者招聘结果的改善有关。
结论：为什么我们的拭子是可访问和相关的广泛的观众，包括干细胞捐献者登记处和招聘组织，寻求改善他们的招聘工作，以及血液和器官和组织捐赠组织，他们可以适应为什么我们擦洗模式的观众。
方法：我们开发了为什么我们要擦洗，关于干细胞捐赠的故事库(facebook.com/WhyWeSwab;instagram.com/WhyWeSwab;twitter.com/WhyWeSwab)，并评估了其在社会和传统媒体中以及对合格的潜在捐赠者的知识和对捐赠的态度的影响。
结果：截至2021年12月，该图书馆包括28个故事弧，其中包括来自不同祖先背景的45个讲故事的人。包括8个捐赠者-接受者的故事。总的来说,这些故事在社交媒体上覆盖了>92,000人。值得注意的是,加拿大18家印刷/广播媒体和主要医疗机构重新出版了故事。向33名符合条件的潜在捐赠者展示的一系列故事提高了捐赠知识测试的平均总分（64％至85％，p<0.001)，平均矛盾量表得分降低(3.85至2.70，p<0.001)，并提高了参与者登记为捐赠者的意愿(45%至73%，p<0.005)。数据还显示，利益攸关方重视图书馆，其部署与加拿大捐助者招聘结果的改善有关。
结论：为什么我们的拭子是可访问和相关的广泛的观众，包括干细胞捐献者登记处和招聘组织，寻求改善他们的招聘工作，以及血液和器官和组织捐赠组织，他们可以适应为什么我们擦洗模式的观众。
