After a hugely successful campaign last year that generated over 100,000 registrations, DonateLife has launched The Great Registration Race nationally across TV, print, outdoor, activations and digital including in-game advertising developed by Make Mate.
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 with 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.
People can join The Great Registration Race by registering to be an organ and tissue donor, as it aims to get 100,000 Aussies to register so more lives can be saved.
People are directed to register at donatelife.gov.au.
Creative Agency: Make Mate
Design agency: Studio Elevenses
Photography: Jesper Nielsen
Video Production: Pixel42