Donate Life Ohio
Second Chance Trust Fund | Integrated Campaign
The coalition of the state’s organ, eye and tissue recovery agencies and the Ohio Department of Health’s Second Chance Trust Fund educate Ohioans about the need for organ and tissue donation, motivating them to join the Ohio Donor Registry.
In 2010, research showed that while the majority of Ohioans supported organ, eye and tissue donation, just over half had actually registered as donors. Interactions with potential registrants showed that there were several misperceptions toward organ and tissue donation that needed to be overcome.
We evolved and re-targeted the statewide Green Chair campaign, which uses the rallying cry “Don’t Let Another Chair Go Empty!” to implore Ohioans to register as donors. The new integrated campaign targeted two key demographics with television, convenience store and Facebook advertising; events; partnerships; social media engagement; a Facebook app and page tabs; blogger relations; and collateral for BMV locations.
The integrated campaign generated more than 189.8 million impressions. 267,280 new donors joined the Ohio Donor Registry in 2012, which was 107 percent of the annual goal.