From 2021 to 2024, Upstride Agency collaborated with the Organ and Tissue Authority to spearhead the DonateLife Week campaigns.
The initiative aimed to significantly boost organ donor registrations across Australia. Over these years, our campaigns sought to convert public support into actionable registrations, leveraging creative strategies and impactful media to drive results.
What we did
Our approach centered on creating a compelling sense of urgency and employing a ‘numbers game’ strategy to motivate action. We set a bold target of 100,000 new registrations and used dynamic ‘race’ themes to inspire and engage the audience.
Combining paid and earned media with star-powered ambassadors, compelling stories, advertising efforts and events across the country, DonateLife Week has seen incredible success every year.
2021 Campaign: Launched with a strong media push and a viral social media concept aimed at making organ donation a national priority. The campaign included engaging storytelling and clear calls-to-action, driving immediate responses from the public. With 514 million media impressions, DonateLife Week 2021 achieved an unseen level of success.
2022 Campaign: Built on the previous year’s success, integrating an innovative media strategy that won the Mumbrella CommsCon Award for Best Government Campaign. This campaign successfully created a buzz around organ donation, leading to widespread public engagement.
2023 Campaign: Expanded the reach with a high-impact media strategy that achieved a cumulative media exposure of nearly 1 billion. The campaign’s compelling messaging and strategic media placements further elevated the urgency and importance of organ registration.
2024 Campaign: Continued leveraging successful tactics from previous years, with refined media buy strategies to maintain momentum and further increase donor registrations, particularly with young people. The campaign maintained a focus on cultivating a sense of empathy and urgency, by sharing compelling stories that inspired action.
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