Independent agency Make Mate only Australian agency recognised at The Wires Global Awards 

Make Mate has announced its recent win at the prestigious Wires Global Awards, a flagship event in the adtech industry, dedicated to recognising groundbreaking innovations, campaigns and adtech players. The agency was awarded the Best Gaming User Acquisition/Monetisation Technology for its groundbreaking work partnering with the Australian National Organ and Tissue Authority (OTA) / DonateLife and Digital Turbine. It is the only Australian agency to win a Wires Global Award in 2024.

This accolade recognises Founder and Creative Director Amelia Micallef’s and Make Mate’s innovative approach to advertising, leveraging gaming technology to capture audience attention and drive social impact. Working with Digital Turbine, the agency integrated the creative approach with the unique feature that rewarded users who watched the DonateLife ad with an extra life in their game.

By seamlessly integrating the advertising into the gaming experience, Make Mate successfully engaged a younger audience and delivered a powerful message about the importance of organ and tissue donation. This initiative not only increased brand awareness but also inspired a new generation to consider the life-saving impact of registering as an organ and tissue donor.

Says Micallef: “It is incredibly rewarding to do work for DonateLife that delivers real impact, as ultimately the more registrations the more lives can be saved each year. This award validates our commitment to pushing the boundaries of creative advertising and using technology to drive positive social change.”

Says Brianna Elms, national manager, communications and engagement at the Organ and Tissue Authority: “We’re absolutely thrilled that Make Mate’s groundbreaking work has been recognised with this award. Make Mate’s approach, made possible with a DonateLife Community Awareness Grant, shares the important message of registering as an organ donor in an innovative campaign that has helped us reach young people – of whom only 10% are registered as organ donors on the Australian Organ Donor Register.”

This campaign was funded by a DonateLife Community Awareness Grant.

You can register as an organ and tissue donor in one minute here:  https://www.donatelife.gov.au/register-donor-today

View the full list of Wires Global Award winners here: https://exchangewire.secure-platform.com/a/page/shortlist-winners