Human motivators and needs
Direction setting
Action and activation
How might we compel younger audiences to prioritise and act on organ donation?
The Australian Organ and Tissue Authority (OTA) faced the challenge of increasing organ donation registrations and raising awareness about the importance of organ and tissue donation, particularly among younger demographics. During the initial COVID-19 lockdown, engaging audiences online became even more critical, as traditional outreach methods were limited. The campaign needed to resonate with diverse audiences while leveraging digital platforms to maximise its reach and effectiveness.
Rowdy collaborated with the OTA to deliver a multifaceted, data-driven campaign for DonateLife Week 2020. This involved:
Strategic messaging
Crafting data-led, impactful messaging tailored to priority audiences.
Targeted publicity and media engagement
Secured media partnerships, including an exclusive in The Weekend Australian Magazine, and led a national PR campaign to promote organ donation. Proactively engaged key media contacts to ensure consistent coverage and strengthen relationships, including with OTA’s communications team.
Digital marketing
Executing a multi-channel strategy with advertising on TikTok, Facebook, and Instagram, including being the first federal agency to use TikTok to reach younger audiences.
Engaging priority audiences
Through the strategic use of platforms like TikTok, we effectively engaged specific demographics such as males aged 16-35. This approach allowed us to adopt a light-hearted and easygoing tone, resonating exceptionally well with this audience groups.
Ambassador engagement
Partnering with sports ambassadors to amplify the campaign’s message through relatable and inspiring content.
Creative assets
Producing engaging collateral for social media, media partnerships, and advertising campaigns.
Behavioural insights
Utilising tools like Google Analytics and SEO to refine audience targeting and tailor campaign messaging.
Stakeholder collaboration
Supporting jurisdictional communications teams with guidance and alignment for local campaign execution.
Increased registrations
Achieved 41,725 registrations between 19 July – 9 August 2020, surpassing the campaign’s initial goals and demonstrating the effectiveness of targeted engagement.
Expanded reach
Generated 73,784 visits to the donation registration website, increasing opportunities for Australians to register as organ donors.
Media impressions
Secured 220+ million media impressions, marking a 60% increase from the previous year.
Engaged young audiences
A major breakthrough in reaching males aged 16-35, effectively driving engagement and raising awareness through TikTok.
In the spirit of reconciliation Rowdy acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
