The Client

Donor Network of Arizona (DNA) is Arizona’s federally designated, nonprofit organ procurement organization that coordinates organ, eye, and tissue donation for transplantation.

The Challenge

Donor Network of Arizona approached us to help build awareness around organ and tissue donation and to increase donor registrations.

The Insights

As is often the case, our strategy team performed a variety of research to gather data and perspective and to generate insights that would drive the campaign. Specifically, our strategy team utilized both primary and secondary research and generated the following insights:

Insight 1: The fact that positive consequences that result from organ donation occur post organ donor death provides psychological distance between the act of organ donation and the effects.

Insight 2: Most current campaigns promoting organ donation, be they in the U.S. or other, focus, in one form or another, on saving a life or the immediate continuation of the organ recipients life. This is a worthwhile and true message to be sure, but one that people have heard for years and is therefore reduced in effectiveness.

The Strategy

Our campaign’s creative strategy was to inspire potential organ donors to register now to make a difference, not just to save someone’s life now, but to enable the generations of lives that will result from the organ recipient continuing to live. To this end, our creative team came up with the “Leave a Legacy” Campaign – the essence of the campaign is that when you choose to become an organ and tissue donor, you’re saving more lives than you know. The campaign included a 30 second TV spot, a radio spot, and digital banner ads that illustrate how an organ donor leaves an ongoing legacy.

The TV spot centers around a family – a mom and dad teaching their daughter how to ride a bike.

The spot then rewinds in time showing the mom with her daughter as a toddler. Then the mom pregnant in front of a mirror. Her getting married. And finally, her sitting in a hospital room getting the good news from her doctor that she is going to receive a heart.

All those other moments down the line of time would not have happened – i.e. her family would not be here – if it were not for someone choosing to become an organ donor.

The radio spot features real-life donor recipients; their lives post-receipt of an organ; and the lives of their progeny that would not have otherwise existed.

This includes a young girl playing with her friends, a grandpa swimming with his grandkids, and a woman walking down the aisle to marry her fiancée.

TV Spot

Radio Spot

Our media strategy was to take the Leave a Legacy Campaign creative and leverage broadcast and online media to garner an emotional connection based not just on a single result of a donor’s action, but on a lasting legacy of results.

We targeted young adults (18-34), who our research determined were the most likely to grant permission (65.8%) for organ donation on a driver’s license.  Using a screen-agnostic approach, we targeted our audience using a strategy based on two primary factors.

  1. where they consume media
  2. the primary goal being to increase awareness, but specifically of the “legacy” aspect of organ donation

This resulted in a media mix that included traditional TV, radio, connected TV, OTT and instream video, as well as behavioral and contextual targeted digital formats.

The Results

The Leave a Legacy Campaign continues to run, however, in just the first few months, the results were exceptional, with Donor Network of Arizona seeing:

  • 92% YOY increase in MVD registrations
  • 15% YOY increase in online registrations

The net result was a record breaking 276,167 Arizonans added to the organ donor registry.