Donate Life Ohio

GIVE UNIVERSITY

Donate Life Ohio came to us wanting a grass roots idea to increase organ donation registration among college students. “U Give” was born—a campaign that debunks the many myths associated with organ donation. Our research showed that college students were well aware of the both practical and emotional benefits of organ donation. What held them back were misperceptions…about candidate qualification, the actual donation procedure, and so on. Therefore, an alternative to the somewhat predictable heart-tugging approach was developed. The “Myth vs. Reality” copy platform is, remembering the audience, provocative and frontal.

“U Give” includes a poster campaign; an on-campus registration center; t-shirts; “Myth vs. Reality” cards; a website; and a large social media effort including a Facebook pledge program (with social bookmarks) where students can register and encourage their friends to do likewise.