Lifeline of Ohio
How do you turn overwhelming support for organ donation into overwhelming participation?
Most people support organ donation. But only 52 percent of Ohioans are registered donors. We knew it was time for a different approach. Working with Lifeline of Ohio, we separated the audience by affinity and targeted bikers, a group often referred to pejoratively as “organ donors.” We also changed the messaging. Rather than taking an altruistic approach, we appealed more to the group’s self-interest. Our message was simple, become an organ donor and “Ride on.”
The results exceeded even our wildest expectations. The campaign turned the term “organ donor” from an insult to a positive and 3,000 central and southeast Ohio motorcyclists registered as donors which, in the future, could directly impact up to 173,942 individuals.
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