The Project:
Mid-America Transplant Services (MTS), the Missouri organization that promotes organ and tissue donation, needed to increase the number of registered organ donors in the St. Louis area.
The Insight:
St. Louisians don't like feeling guilted into becoming an organ donor (i.e., ads about "little Billy needing a transplant").
The Idea:
Tell the happy side of the organ donation story by teaming up with local organ recipients as well as St. Louis Cardinals World Series MVP David Eckstein - who fans already knew has four family members whose lives were saved thanks to organ donors - and setting a goal for the city to achieve together: 300,000 new registered donors.
During the campaign, over 325,000 St. Louisians registered.
Mid-America Transplant Services (MTS), the Missouri organization that promotes organ and tissue donation, needed to increase the number of registered organ donors in the St. Louis area.
The Insight:
St. Louisians don't like feeling guilted into becoming an organ donor (i.e., ads about "little Billy needing a transplant").
The Idea:
Tell the happy side of the organ donation story by teaming up with local organ recipients as well as St. Louis Cardinals World Series MVP David Eckstein - who fans already knew has four family members whose lives were saved thanks to organ donors - and setting a goal for the city to achieve together: 300,000 new registered donors.
During the campaign, over 325,000 St. Louisians registered.
TV Spot
Also aired on Busch Stadium jumbotron during Cardinals games.
Also aired on Busch Stadium jumbotron during Cardinals games.
Outdoor Boards
Featured Eckstein family members who received organ donations.
Featured Eckstein family members who received organ donations.
At-Game Registrations
DriveFor300.com
