Donate
Life Texas
Integrated Campaigns
Donate Life Texas is a nonprofit organization dedicated to empowering Texans to make the life-saving decision to register as organ donors.
The project
Through a first-of-its-kind campaign, Donate Life Texas inspired and mobilized communities across the state to take action and register. Our strategy was grounded in in-depth qualitative and quantitative research specifically designed to reflect this diversity and lived experiences of the communities we aimed to reach.
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As a particularly diverse state, Texas demanded an inclusive, culturally attuned approach. Eleven Texas counties were identified as focus areas based on lower than average donor registration rates. Within these counties, we further refined key audiences based on demographics, common questions and misconceptions about donation, cultural barriers and language. The entire campaign was produced in both English and Spanish.
Reaching our key audiences
We honored the diversity of Texans by transforming the photographs of real people impacted by donation and transplantation into bold, brand-elevated illustrations so that anyone across the state could see themselves reflected in the campaign.
Custom illustrations and messaging were developed for each of our unique key audiences in order to better connect with Texans.
Video ads
You didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stop
Traditional marketing
You didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stopYou didn’t come this far to stop
Campaign results
The awareness campaign successfully heightened the urgency around voter registration, as confirmed by a brand and campaign recall study conducted eight months after launch. Over 800,000 Texans registered to vote, including 199,000 in the 11 targeted counties.
Donor Registration Database
800,000 Texans
Increased the number of Texans registered as donors by nearly 800,000 in 2022, bringing the donor registry to 14.3 million
4.34% increase
in the number of Texans registered as donors in our 11 our target counties (by average) in 2022.
5% increase
Educated and addressed misconceptions about donation via an approximately 5% increase in public inquiries directed to DLT about donation.
Average increase in donor registrations for Texans age 55+ in target counties
9%
7%
Average increase in donor registrations for Texans age 15 -17 in target counties
4.6%
Average increase in donor registrations for male Texans in target counties
Registration Increases by Target Audience
Brand Recall Survey (Measured Q1 2022 & Q4 2022)
Increase in Brand Recognition & Positive Sentiment
16%
more people reported seeing organ donation advertised on social media
increase in respondents saying that they are familiar with Donate Life Texas
increase in positive brand sentiment for Donate Life Texas
9%
8%
My contributions
Creative Director
Developing the Creative Vision
Researched existing competitors as well as our target audiences to identify effective visuals and messaging
Defined the visual standards and guidelines; type treatments, CTA standards, color, etc.
Created a diverse library of stock images to have the biggest impact with our audiences
Designed the campaigns key visual "blueprint" elements: This included custom blueprint typography along with guidelines on how to apply the graphics to assets for consistency
Leading the Creative Team
Managed a small team of designers, copywriters, animators, and other creatives
Provided feedback on messaging and design, etc.
Ensured quality control on all deliverables
Monitoring and Adapting Creative Performance
Consistently reviewed the performance analytics of all creative assets
Made recommendations for adjustments as needed to optimize the campaign's impact
Implemented A/B testing of select ads and priority landing pages
Stewarding the Brand
Ensured the brand’s identity was consistently represented throughout the campaign, reinforcing its presence and positioning in the market
Ensured continuous alignment with CATF's core messaging, objectives, and target audiences to ensure the campaign effectively communicated its mission
