CORE or the Center for Organ Recovery and Education, a top performing organ procurement organization serving Western Pa. and West Virginia, tasked us with getting more registered organ donors. Right now, there are over 2,600 people in our territory waiting for a life-saving transplant, and many of them won’t get it. So we made a life-saving change to their target audience. Instead of targeting altruistic people, we targeted an audience who needs a more selfish reason to act, typically males 30-64. We created a breakthrough campaign around a simple idea: If Nobody Gives, Nobody Gets.
After a positive initial response, we used qualitative and quantitative research plus social listening to help us discover that our new target was disqualifying themselves. “Nobody would want my organs.” We optimized the campaign by letting our new target see that “No Body is Perfect” but anybody can be an organ donor.
The bold moves and edgy creative in this campaign added up to measurable increases in our KPIs. During our campaign we’ve seen over 10,000 new registrations, and a 2.6% increase of “authorizations not needed” at the time of death within our target. This is at a time when our competitors are seeing a negative trend amongst the same target. Our clients were thrilled with the performance and the impact of this work.
Gatesman submitted this case study in the 2023 Globeys: https://youtu.be/flZQu8BxQug