I’m always keeping an eye out for other states and countries that are trying new tactics to draw attention and educate the public about the issue. Recently, Donate Life Minnesota launched a fun social media campaign called “Half the Men” that targets men ages 45-65. This demographic is always a struggle to reach for the donation community and the campaign does a really nice job of presenting a clear call to action. Be sure to check out the short video spots and you can also follow their campaign updates via Facebook and Twitter.
In the U.S., cultural constraints tend to keep the donation community from getting quite as edgy as some countries when it comes to marketing and advertising. Awhile ago, I came across some videos created by Trillium Gift of Life Network in Ontario that I thought struck a nice balance between being kitschy and still driving home the need for registrations. A fun play off cheesy local commercials, these spots are funny and yet still make the point that ultimately, the lives of transplant patients are only saved as a result of registered donors.
Effectively captivating public attention and driving actionable results is of course a struggle that all marketers face. Kudos to Donate Life MN and Trillium for stepping outside the comfort zone and attempting a new approach to educating others about the issue.