Lifeline of Ohio is an independent, non-profit organization that promotes and coordinates the donation of human organs and tissue for transplantation.
It was identified that Lifeline of Ohio, like many other OPOs, over-index in donor registrations amongst females far more than males. Since the male demographic was an untapped demo, a strategy needed to be identified to connect with them.
We launched a 45-day multi-channel campaign which featured the behind-the-scenes lives outside of four sports/diverse segment influencers through a series of webisodes. A landing site was created with information about the PASS IT ON campaign. A $4,000 social media amplification through Facebook was launched to promote the videos and the sweepstake. Videos were ideated, produced and posted organically (as well as amplified) through Lifeline’s regular social media handles.