As the lead Strategic and Creative Directors for DonateLife Week, we were tasked by the National Organ and Tissue Authority to refresh the campaign and drive a massive surge in donor registrations. We created ‘The Great Registration Race’, a high-energy, national campaign with a compelling call to action. From TV and print to a first-of-its-kind push into gaming platforms, we ensured the message was unavoidable and accessible to all audiences- in particular younger men. By introducing QR codes and direct 'check your registration' prompts, we turned awareness into immediate action, resulting in the most successful DonateLife Week ever.

Results:

With 140 million+ total impressions through a multi-channel network the campaign resulted in record-breaking impact with over 108,000 registrations completed in a single campaign period, the most successful DonateLife Week ever.

Project services snapshot:

  • Strategic Brand Positioning

  • Concept Development

  • Media Planning and Buying

  • Professional Stills and Video Shoot

  • Campaign Production

  • Campaign Roll Out in Print and Digital

  • Extensive Reporting

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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

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