MAKING
ORGAN
DONATION
A WAY OF LIFE
PROMOTING THE IMPORTANCE OF REGISTERING AS AN ORGAN DONOR
More than 120,000 men, women, and children across the U.S. are waiting for a life-saving organ transplant, and 22 people die every day because a matching organ can’t be found in time. The Division of Transplantation (DoT), HRSA/HHS chose Crosby to help promote registration nationwide for organ, eye, and tissue donation.
Research showed the vast majority of people in the U.S. support donation, but nearly half of eligible adults hadn’t signed up. Our job was to reach out to these “passive positives” and spread the message about the importance and ease of registering. Just one donor can save up to 8 lives.
videos and PSAs that touch the heart
Evaluations showed a positive story provides the greatest influence. Crosby produced videos and PSAs of lives transformed by organ donation, which appeared everywhere from major networks to Facebook.
print PSAs that inspire
Seeing just one positive message makes an individual more likely to say yes to donation. Print PSAs appeared everywhere from Reader’s Digest and Vanity Fair to the World Series and Super Bowl programs.
social media that connects with the community
When we introduced organdonor.gov on Facebook, we discovered an enthusiastic community of donation advocates ready to share their passion and encourage signups.
effectively reaching minority audiences
More than 50% of those on the waiting list are minorities, and we know that different ethnicities require their own cultural approaches. Special materials address the needs of African Americans, Asian Americans, and Hispanics/Latinos.
collateral that delivers the whole story
Misconceptions and a lack of understanding can be an obstacle to people registering. We created a library of engaging, easily understandable and award-winning materials for multiple audiences that dispel myths and invite sign-ups.
animations that entertain and educate
Animation helps make a tough subject easy to understand. Our award-winning animated videos became valuable tools for the general public and for donation professionals.
an expert voice takes the message to millions
Crosby arranged two radio media tours working with then-Assistant Secretary for Health at HHS, Dr. Howard Koh. The radio media tours resulted in over 8,000 airings reaching more than 36 million listeners.
campaign results
$14,800,000
$14,800,000 in earned media
1,400,000
1.4 million Facebook video views
4%
4% increase in website visits
1,000,000,000
1 billion total campaign impressions
800,000
800,000 engaged users on Facebook posts
29%
29% paid search conversion rate
Annapolis: (410) 626-0805
Washington: (301) 951-9200
Fax: (410) 269-6547
Email: info@crosbymarketing.com