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Challenge
Australia's organ donation crisis
Australia's organ donation rates have dropped to alarmingly low levels since the Covid-19 pandemic, while its national transplant waitlist continues to grow. With only a tiny number of potential/eligible donors each year, increasing donor registrations, family conversations and consent rates were all critical to increasing donation rates. As it stands, Australia has 1,800 people on the transplant waitlist – with 13,000 more on dialysis. But given 4 in 5 adults support organ donation, and registering takes less than a minute, we wondered why only 1 in 3 Aussies were opted in, and why the demand for more transplants wasn'tbeing met, year after year.
Approach
Revealing a more motivating story
We needed to bring the issue to as many Australians as possible and grow the number of donations themselves. This required a new, more uplifting story around donations – one framed by what is gained, rather than what is lost. To do so, we situated the topic within a perennial national love and talking point: Sport. This allowed us to promote the benefits of donation on both a medical and societal scale – showing how just 1 conversation with your next-of-kin could potentially save 10 lives, and transform many more.
Solution
An organ donation campaign disguised as a sport documentary
We worked with Transplant Australia to create a feature-length documentary film about an inspiring yet little-known event called the World Transplant Games. Airing on Ch10, 10 Play, Apple TV+ and Paramount+, this made for compelling content but to make it equally newsworthy, we created a first in sporting history by giving these athletes the opportunity to split their winning medals with the donors and donor families who made their success possible. These stories helped spark a national conversation around the desperate need for more life-saving transplants.
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Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, businesses and society. Established in June 2022, Dentsu Creative is integrated with dentsu’s Media and CXM businesses in over 145 countries and regions, to offer end-to-end solutions to clients globally.
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