More than “D” on your driver’s license
Oregon is one of the highest-ranked states in the country for organ donation. More than 75% of the adult population are committed to be a donor. The challenge for DHX was to engage with the reluctant and younger audience (16-29 years old) and communicate that organ donation is much more than simply getting a “D” on your driver’s license… it saves lives.
DHX used a metaphor for donation, comparing organ donation with a cause the younger audience believes in deeply – recycling. Our “Recycle Yourself” campaign has successfully turned this audience into supporters and advocates of organ donation.