Donate Life Digital, Case study Your Name Saves [image] by Leo Burnett Chicago

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Your Name Saves [image]

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Industry Charities, Foundations, Volunteers, Organ Donation
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Leo Burnett Chicago
Chief Creative Officer Britt Nolan
Associate Creative Director Doug Burnett
Executive Creative Director Jon Wyville, Dave Loew
Senior Copywriter Soham Chatterjee, Kamil Kowalczyk
Producer Tim Thornton-Allan
Photographer Jake Brusha
Released October 2016

Awards

Cannes Lions 2017
Promo And Activation Digital & Social: Use of Digital Platforms Silver Lion
Promo And Activation Sectors: Charities & Non-profit Silver Lion
Direct Craft: Art Direction / Design Bronze Lion
Direct Sectors: Charities & Non-profit Bronze Lion

Credits & Description

Title: Your Name Saves
Agency: Leo Burnett Chicago
Brand: Donate Life America
Country: USA
Entrant Company: Leo Burnett Chicago
Advertising Agency: Leo Burnett Chicago
Media Agency: Leo Burnett Chicago
Pr Agency: Leo Burnett Chicago
Production Company: Leo Burnett Chicago
Additional Company: Jeff Sciortino Photography, Chicago
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Chief Creative Officer: Britt Nolan (Leo Burnett Chicago)
Executive Creative Director: Jon Wyville (Leo Burnett Chicago)
Executive Creative Director: Dave Loew (Leo Burnett Chicago)
Associate Creative Director, Art: Doug Burnett (Leo Burnett Chicago)
Senior Copywriter: Soham Chatterjee (Leo Burnett Chicago)
Senior Copywriter: Kamil Kowalczyk (Leo Burnett Chicago)
Account Director: Megan Lally (Leo Burnett Chicago)
Account Executive: Kaley Meier (Leo Burnett Chicago)
Associate Producer: Greta Nitzke (Leo Burnett Chicago)
Photographer: Jeff Sciortino (Jeff Sciortino Photography)
Photographer: Jake Brusha (Leo Burnett Chicago)
Donate Life President/Ceo: David Fleming (Donate Life America)
Senior Communications & Data Coordinator: Hilary Czarda (Donate Life America)
Account Executive: Arianna Solimene (Leo Burnett Chicago)
Producer: Tim Allan (Leo Burnett Chicago)
Campaign Description:
We created YourNameSaves.org, a website that shows names hidden within someone’s full name as a metaphor of all the lives a single donor can save. Because when someone registers their name, that metaphor becomes a reality.
Execution:
Type in your name and Facebook Connect to see your friends’ names within your own. Roll over each person to see their name and learn more about the impact organ donation. Share on Facebook to automatically tag those friends. Click “Register as donor” to automatically fill most of the registration form with information from Facebook Connect. You can also click “Share” again to see your name as an Email Signature, which you can paste into your email client. Click “Restart” to try other names. We launched the website on Giving Tuesday and let people share it organically.
Strategy:
• Many people know that one organ donor can save many lives. But by calling them by their own name, they realize that it’s not just “one donor.” It’s you.• Using Facebook Connect, the website showed the names of their real Facebook friends within their own name and automatically tagged those friends when shared.• Their Facebook Connect information also prefilled the organ donor registration form directly on the site.
Relevancy:
Organ donation has always been about inviting the general masses to register. Our campaign, Your Name Saves invites people directly by their own name. The website automatically tags your friend's names within your name and even invites those friends directly to register as a donor.
Synopsis:
There are 120,000 people waiting for an organ donation. One dies every hour. But one organ donor can save many of them. How can we get people to realize the immense impact of registering as an organ donor?
Outcome:
• To date, 19,295 people will be saved or healed as a result of people registering on the website.• With $0 media budget, the website generated 9 million social impressions.• The Obama Administration praised the Your Name Saves campaign for its effectiveness in shortening the organ recipient waiting list.