“You never think it will happen to you.” This mindset gives us the courage to take risks, but it can also prevent us from taking action. Organ donation is a tough subject to approach, but what if we changed that? What if audiences of Donate Life knew exactly why organ donation was important and how they could help? Thanks to social media, it is now easier than ever to get a message out. We believe that Donate Life can achieve this by utilizing the existing channels of Twitter and Facebook and expanding its messaging to Snapchat.
Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter
Audiences of Donate Life span all age groups, but social media would allow for targeting of certain demographics. The combined advantages of each channel – Facebook’s storytelling, Snapchat’s personal touch, and Twitter’s condensed updates and widespread reach – provide the perfect combination for a successful campaign. Donate Life already has proven its success on Facebook and Twitter through storytelling and emotional messaging, but there is always room to improve. A campaign focused on raising the overall awareness of organ donation with an objective of increasing numbers of registered donors would result in better brand recognition, higher engagement and a difference in donor numbers.
If anyone knows how valuable life is, it’s the audiences of Donate Life. This campaign would relay the idea that organ donation is a basic human responsibility. It only takes a minute to register, but that minute can mean years of a healthy life to someone in need.
The Donate Life Team chose to design a personal ad for a compassionate volunteer and healthcare advocate that seeks a friend to volunteer alongside her. We developed Donate Life into a young, hardworking and friendly female that makes the brand personal to our audience.
“Donna Lyfe” is from Richmond, Virginia because it is the location of Donate Life’s headquarters. Her humanitarian nature shows through the description of herself, as she has two rescue dogs. Her personal qualities echo those of Donate Life’s because she’s passionate about helping others and loves her work. We played on the medical aspect of Donate Life by making her volunteer location a hospital. To mimic the 18 and up requirement for organ donor registration, we made it so that the hospital also required volunteers to be 18 and up.
It was difficult to make Donate Life into a character because of the sensitive nature of its mission. It was also difficult to identify how to casually call out for a friend to contribute to its cause and really form a two-way relationship. These are also reasons why Donate Life may struggle getting its message out in a carefree, friendly way on social media. We found that expressing the pride in volunteer work and helping others while also sharing small, unrelated details about a person or a brand may make the brand more personable and entice a social media user to get involved.
The insights gained from the Quickfire Challenge will help the Donate Life team during our campaign planning because we now know how to step into the shoes of our brand and utilize its defining qualities in ways that attract the consumer.
Our March Madness campaign for Donate Life will focus on raising money through the use of emojis. Participants can join the conversation by using the hashtag #DribbletoDonate and adding the basketball emoji to their tweet. For each basketball in the tweet, the participant pledges to donate $1 to Donate Life. Participants will then be encouraged to challenge their friends to donate, following the competitive nature of March Madness. Every time a consumer tweets, they will get an automated reply from Donate Life leading them to a web form to donate, pre-filled with their information and donation amount.
Ellie has pledged to donate $4 and challenged three of her friends to donate, too!
Our campaign will also target the use of influencers such as LeBron James and Steph Curry. Their participation will encourage fans and followers to partake and donate to Donate Life.
Consumers will engage with this because it’s a fun, easy way to make a difference. Influencers will help to spread the word. March Madness condones a competitive spirit, and our campaign plays off of that.
By: Hannah Bortz, Kiley Landusky, Emily Barber and Ellie Halter
Our client, Donate Life America is a nonprofit organization that helps connect donors with individuals in need. We will create a St. Patrick’s day campaign to promote their organization. The campaign acknowledges registered organ donors and encourage non-registered organ donors to sign up by showing donors’ IDs, which indicate they are registered for organ donation. The campaign will encourage users to create user generated content with a picture and the hashtag #luckoflife.
It will also bring forward survivors to show us how they’re experiencing the #luckoflife after their transplant.
Why We Chose the Campaign
Many people feel that receiving an organ donation is ‘lucky.’ Our campaign plays on this emotion and connects the theme of St. Patrick’s Day to a bigger purpose.
Why it will be Successful
Organ donation is an emotional topic and will give people an opportunity to open up about their decision to selflessly give to others or their gratitude for receiving an organ donation.