DonateLife wants you to think about who you give your heart away to in a campaign via Make Mate

Make Mate has launched a national campaign to speak to one of the lowest demographics of registered organ donors, young males, after becoming a DonateLife Community Awareness Grant recipient.

The campaign uses media never been used by DonateLife including billposters and Tinder advertising, applying a fresh look and approach to cut-through and speak to this important audience.

Amelia Micallef, ex-TBWA\Melbourne and Big Red, is the founder and creative director of Make Mate. She is passionate about organ donation awareness after her Dad went through a life-saving liver transplant in 2014.

Says Micallef: “After learning about the direct correlation between registration numbers and lives saved, I realised that this was a communication problem, not just a medical one. It has been a personal mission of mine to promote organ donation and was a factor that drove me to start my own agency.”

You can register to be an organ donor in one minute here: https://donatelife.gov.au/valentines

Agency: Make Mate