Donate Life Texas Awareness Campaign
Donate Life Texas is a nonprofit organization helping Texans make the powerful choice to register as organ donors and save lives. A first-of-its-kind campaign engaged and inspired Texans to step up and register.
More than 10,000 people are waiting for a life-saving transplant in Texas. While 90% of Americans support organ donation, 44% of Texans are not yet registered as a donor. Registering as a donor is an act of generosity that can save lives, and inspiring people to take action on this personal decision requires a new, more inclusive approach.
As one of the most diverse states in the nation, our strategy and approach required getting to the core of the challenge and understanding the people who could help us overcome it. We began by researching and analyzing qualitative and quantitative data, using those insights to develop creative executions that reflected the needs, ethos and unique characteristics of our key audiences. Bright, bold colors were used to complement the primary Donate Life brand colors and provoke a sense of pride, hope, solidarity and life. By tapping into the psyche and cultural traits of the state’s diverse communities, the campaign visual narrative created a space for everyone to feel seen, welcomed, celebrated and proud to be both Texans and registered organ donors.
Eleven of Texas’ 254 counties were identified as focus areas based on lower than average donor registration rates. Within our 11 focus counties, we further refined our key audiences based on demographics, common questions and misconceptions about donation, potential cultural barriers and language. The entire campaign was produced in both English and Spanish to ensure the content and messaging are accessible to the targeted communities.
The Faces of True Texans
We honored the legacy of organ donors by transforming the photographs of real people impacted by donation and transplantation into bold, vibrant illustrations. This visual approach was intentionally chosen to ensure that as people engaged with the campaign they were given an opportunity to see and connect with their own sense of humanity.
Creating Engaging Moments with Animated Videos
Short videos were produced to engage users with the campaign’s messages on the website, top local publications like Texas Monthly, at movie theaters, on YouTube and across digital channels, resulting in above average view-rate performance.
Post-launch Campaign Results
The awareness campaign amplified the need for registration, which was confirmed by a campaign and brand recall study eight months after the campaign’s launch. More than 800,000 Texans registered, including 199,000 in the 11 target counties.
new registered donors
increase in people reporting seeing organ donation advertised on social media
increase in respondents saying they are familiar with Donate Life Texas
- 9.24% average increase in donor registrations for Texans age 55+ in target counties
- 7.06% average increase in donor registrations for Texans age 15 -17 in target counties
- 4.63% average increase in donor registrations for male Texans in target counties
Sephora Racial Bias in Retail Video