Trillium Gift of Life Network
For the team at Ontario’s Trillium Gift of Life Network (TGLN), the stats keep them up at night. Nearly 1,700 Ontarians are on the waiting list for an organ transplant and one person on that list dies every three days. Despite the need, only 17 per cent of those over the age of 16, the legal age to consent, have registered their desire to become a donor.
TGLN knew youth were committed and passionate about social causes so they tasked us with devising a strategy and campaign to reach this audience — an audience who was barely aware of the cause or the need. Through research, we found that the issue of organ and tissue donation wasn’t on their radar and a variety of misconceptions and myths about the process was clouding their ability to make an informed decision about becoming a donor.
We tapped into the insight that empowerment is an important goal for this generation. The ability to coalesce around a movement gives youth the feeling of having the power to persuade, to make a difference. And, in this case, the power to save lives. The provocative campaign “RecycleMe.org” was devised to ask young people to consider the critical need for donors and leverage youth commitment to "recycling," positioning organ and tissue donation as the ultimate way to "give back."
The campaign included award-winning creative, an edgy and interactive website and online campaign, campus tours and events and a PR push that put the issue on the map. More importantly, it resulted in TGLN’s biggest donor year to date!
As a result of the campaign, Narrative took home a Gold Cassie for communication effectiveness in 2009.
Services Provided:
Advertising
Digital Media (Mighty)
Media Planning
Public Relations
Media Relations
Experiential marketing and event management
Earned Media Impressions: 25,531,408