az donor network
38-Seconds Campaign
I concepted and led the creative in this dynamic campaign targeting 18-35-year-old males to increase organ and tissue donor registrations. The campaign’s core concept revolved around the question, “What can you do in 38 seconds?” This approach effectively highlighted the ease and speed of signing up as an organ donor, juxtaposing it with various quirky activities achievable in the same timeframe.
Campaign Development
Research-Driven Strategy:
• Conducted in-depth focus groups to gather crucial insights
• Utilized findings to shape a comprehensive, multi-channel campaign
Creative Execution:
• Developed three 15-second spots for TV and online platforms
• Created engaging digital banner ads and landing pages
• Implemented a social media campaign encouraging user-generated content
• Collaborated with community influencers, including the president of the Arizona Science Center, to amplify reach
My Role:
• Worked closely with copywriter to develop compelling concepts
• Presented ideas persuasively to the client
• Art direction during the shoot and during editing
• Oversaw talent scouting and director selection
• Managed the production team to ensure high-quality execution, including video editing and sound
Results
The campaign significantly boosted donor registrations for Donor Network AZ during its run, demonstrating its effectiveness in engaging the target demographic and driving action.
