The Challenge

Australia faced a critical shortage of organ donors, exacerbated by a decline in donations during the Covid-19 pandemic. Despite widespread support for organ donation among Australians, registration rates lagged behind, resulting in a growing transplant waitlist of 1,800 people and over 13,000 individuals reliant on dialysis. The challenge was to inspire more Australians to become donors by reframing the narrative around organ donation from loss to gain, leveraging a platform that resonates deeply with the national psyche.

The Solution

Reframing the Narrative: A Sporting Tribute to Life

Our strategy centered on harnessing the universal appeal of sports to convey the profound impact of organ donation. By highlighting the World Transplant Games—a global event where transplant recipients showcase their vitality and athletic prowess—we aimed to shift public perception. The documentary positioned organ donation not only as a medical necessity but also as a transformative act of generosity and life-giving.

• Feature-Length Documentary: We produced a compelling feature-length documentary that chronicled the journeys of transplant recipients preparing for and participating in the World Transplant Games. Through intimate storytelling and poignant interviews, we showcased the triumph of the human spirit and the life-changing impact of organ donation.
• Educational Campaign: Beyond entertainment, the documentary served as a catalyst for a nationwide educational campaign. It emphasized the ease of donor registration—taking less than a minute—and the profound ripple effect of one donor's decision, potentially saving multiple lives and enhancing countless others.
• Partnerships and Outreach: Leveraging strategic partnerships with media outlets and influencers, we maximized outreach without a traditional media budget. The documentary was streamed and broadcasted to an audience of 12 million people, while earning media coverage reached an additional 14 million viewers, amplifying the message of hope and possibility.

Results

The impact of the documentary exceeded expectations, achieving significant milestones in awareness and action:

• Massive Audience Reach: The documentary garnered streams and broadcasts reaching 12 million viewers, complemented by earned media coverage reaching an additional 14 million viewers. This widespread exposure catalyzed national conversations about organ donation, spreading awareness far beyond initial expectations.
• Uplift in Donor Rates: Following the documentary's release, there was a remarkable 60% increase in actual donor rates compared to the previous period. This surge in registrations and family consent rates underscored the documentary's effectiveness in motivating Australians to take proactive steps towards becoming donors.
• New Registrations: The campaign resulted in 200,000 new donor registrations, reflecting a significant shift in public engagement and willingness to support organ donation initiatives.