DonateLife launches reiteration of The Great Registration campaign via Make Mate

DonateLife has relaunched The Great Registration campaign from last year via creative agency Make Mate, calling for organ and tissue donation.

The announcement:

After a hugely successful campaign last year that generated over 100,000 registrations, DonateLife launches The Great Registration Race nationally across TV, print, outdoor, activations and digital including in-game advertising. The ads feature transplant recipients including Stephanie Browitt who required multiple tissue transplants after the White Island Volcano tragedy where most of her body was severely burnt.

A unique part of the campaign is in-game advertising to help target young men, who are some of the lowest demographics to have registered. This idea came from learning that 92% of males aged 18-34 are gamers, and gaming media environments reach as many people as Facebook in Australia, over 12.4M people. This includes in-game billboards and a custom branded game that people can play with to learn about organ registration in exchange for in-game rewards like new lives.

To connect with a larger audience DonateLife have also teamed up with cafes across the country to distribute posters and QR code stickers on the cups. The QR code links to the website- where you can literally register in two sips!

You can join The Great Registration Race by registering to be an organ and tissue donor, we are aiming to get 100,000 Aussies to register so we can save more lives. Registration is quick and easy, it takes just a minute at here.

Credits

Client: DonateLife

Creative Agency: Make Mate

Design agency: Studio Elevenses

PR: Upstride

Photography: Jesper Nielsen

Video Production: Pixel42

Source: Make Mate