Organ and Tissue authority DonateLife has released a campaign leading up to Valentine’s Day that asks: who do you want to give your heart away to?
The campaign was engineered by Make Mate in the lead up to Valentine’s Day to encourage young men to sign up as organ donors. Young men are one of the lowest demographics of registered donors.
Billposters and Tinder advertising are being used by the campaign, a first for DonateLife, with the goal of reaching this essential 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.
“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 here – it only takes one minute.
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