Donate Life America aims to increase donor registrations in new “Your Name Saves” integrated campaign
Richmond, VA – Nov. 29, 2016 – When someone registers as an organ, eye, and tissue donor, they can save and heal many lives. That’s why this Giving Tuesday, the Tuesday after Black Friday, Donate Life America, a 501(c)3 nonprofit organization, is urging people to give something unique—their name. Together with advertising agency Leo Burnett Chicago, the organization is launching “Your Name Saves,” an integrated campaign that highlights the names hidden within a person’s name as a metaphor for all of the lives one organ, eye, and tissue donor can save and heal. Individuals can see how many names are in their name at YourNameSaves.org, and then easily register to be a donor, turning the metaphor into a reality.
The facts are surprising: one person can save up to eight lives through organ donation, restore sight to two people through cornea donation, and heal up to 75 people through tissue donation. Yet despite the effect that one donor can have on so many lives, and the fact that 95% of Americans support organ donation, only 53% of Americans (18 years and older) are registered donors. Sadly, this means almost every hour, someone on the waiting list dies because an organ was not available in time.
“The opportunity to give is most powerful when it’s personal,” said David Fleming, President and CEO of Donate Life America. “Using an individual’s own name personalizes the appeal to save lives, and creatively illustrates that one person has the power to save and heal the lives of many.”
More than 120,000 Americans are currently on the national transplant waiting list. Every 10 minutes, a new individual is added. Traditionally, organ, eye and tissue donation registrations happen at the DMV. However, most people visit the DMV only once every four to twelve years. That’s why online campaigns like “Your Name Saves” are bringing registration opportunities to people wherever they are, on an everyday basis.
“Organ donation can feel a bit abstract and distant,” said Dave Loew, Executive Creative Director, EVP at Leo Burnett Worldwide. “By calling people by their very own name to register as a donor, the campaign makes organ donation immediate and personal. The power to save a life already exists within your name.
Celebrities will be giving and sharing their name to spread the word on social media and traditional media. The campaign will also be activated via partnerships with politicians, hospitals and schools in local communities. All campaign pieces invite people to visit, YourNameSaves.org, to type in any name and see the names hidden within it. For example, Elizabeth Williams includes the names Eli, Li, Liz, Eliza, Abe, Beth, Will, Lia, Liam, William and Tessa Maldonado includes the names Tes, Tess, Sam, Al, Aldo, Don and Dona. If connected with the person’s Facebook account, the website will highlight their friends’ names that are within their own and tag those friends on Facebook—showing how registering as a donor could someday even save those who are near and dear to them.
Individuals can register to be a donor directly on the YourNameSaves.org site and use Facebook information to automatically fill out most of the registration form. They can complete the rest of the form, press “submit”, and their name may literally save the lives of those waiting for a second chance at life.
The donor registration form on YourNameSaves.org, is part of the National Donate Life Registry, RegisterMe.org. The registration process is secure and easy. Individuals can access their donor registration record at RegisterMe.org at any time. The National Donate Life Registry is managed by Donate Life America.
See the campaign video at: https://youtu.be/tTwd30qf1Lw
Tweet this news: It’s #GivingTuesday. Give your name to register as an organ donor and save many lives. Visit YourNameSaves.org #yournamesaves @DonateLife
About Donate Life America:
Donate Life America is a 501(c)3 nonprofit alliance of national organizations and Donate Life State Teams across the United States committed to increasing the number of donated organs, eyes and tissue available for transplant to save and heal lives. Donate Life America manages and promotes the national brand for donation, Donate Life℠; develops and executes effective multi-media donor education programs; motivates the American public to register now as organ, eye and tissue donors; maintains the National Donate Life Registry, RegisterMe.org; and assists Donate Life State Teams and national partners in facilitating high-performing donor registration programs. For more information, please visit DonateLife.net.
About Leo Burnett Worldwide
Leo Burnett Worldwide believes in using creativity to drive dynamic business change for its clients. Through a HumanKind approach to marketing, the agency puts a brand’s purpose at the center of communications to transform human behavior. Part of Publicis Communications, Leo Burnett Worldwide is one of the world’s largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Kellogg’s, Kraft, McDonald’s, Nintendo, P&G, Samsung and Tata among others. Leo Burnett is the most awarded network in the world based on Advertising Age’s 2015 Awards Report. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.
Senior Communications & Data Coordinator