People die every day waiting for an organ transplant. Problem is the altruistic person who is swayed by saving 8 people with their gifts is mostly maxed out in registrations. So we had to find other segments of the population to sign up. Those that don't think they can sign up and those that are a little bit selfish.
CD/AD: Matt Axeman. CD/CW: Mark DiPietro
This social campaign was created for National Donor Day, which is also Valentine's Day. So even if you smoke three packs a day, have a bad back tattoo or wear compression socks, you too can register to be a donor!
Director (Time graciously donated): David Kelly
Talent (Time also graciously donated): Eric Trow
We created a persona named "Jake." Jake is an awesome dude, he just doesn't normally help those who aren't in his social circle or immediate family. So we reminded him it's important to consider if he needed an organ transplant one may not be available if people like him did not register. Typically highly skeptical of ads, we created a non-traditional approach to reach him.
This video was pushed out in social channels.
Then we engaged "Jake" where he would least expect it.
