We were tasked with a difficult challenge: how to engage young Australian men, one of the lowest demographics for organ donor registration. We knew that to reach them, we had to go where they already were. This led to a national campaign that was the first of its kind to use Tinder for an Australian Government initiative.
By pairing a simple, provocative creative "Who do you want to give your heart to this Valentine's Day?" with a high-impact media buy across Tinder, social media, online editorial and inner-city billposters, we turned a passive scroll into a life-saving action. The campaign ran nationally over multiple years, proving that when you combine a deep human truth with the right platform, you move both people and the needle
This campaign was funded by the Community Awareness Grants.
Results:
This campaign delivered nearly 900,000 digital impressions and distributed over 1,500 billposters across metro locations in Melbourne, Sydney, and Brisbane. It achieved a 10.56% engagement rate on Tinder, with over 83,000 total ad clicks generated throughout the campaign period, and recorded a 3.84% video completion rate on Tinder, confirming that our messaging was unexpected, compelling, and perfectly tuned to our target audience.
Services snapshot:
Strategic Brand Positioning
Concept Development
Media planning and Buying
Campaign Production
Campaign Roll Out in Print and Digital
Extensive Reporting
We’ve worked with Amelia and Make Mate to raise awareness of organ and tissue donation, particularly amongst young Australians. She takes a data-led approach to suggest innovative placements to maximise audience reach. We appreciate that she monitors and adapts strategies as needed to ensure we’re getting the desired outcomes. Amelia is creative and committed, and her projects continually exceed the KPIs set. She is responsive to feedback and always willing to take on a new challenge.
Brianna Elms, National Manager Communications and Engagement