Direction setting

Action and activation

Driving registrations for organ and tissue donation – Australian Organ and Tissue Authority

2020

Australian Organ and Tissue Authority

How might we drive awareness and engagement for organ and tissue donation to increase registrations and inspire lasting behavioral change?

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
    Leveraging relationships with journalists and media personalities for trusted, widespread coverage.

  • 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.

  •  

Greater value was achieved by:

 

  • Increased registrations
    Achieved 41,725 registrations, 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, highlighting the campaign’s enhanced visibility and impact.

  • Engaged young audiences
    Effectively reached priority demographics, such as males aged 16-35, through TikTok, utilising a light-hearted and relatable tone.