Donate Life Pennsylvania: "I love you with all my kidney"

180,000 new registered organ and tissue donors from 2015 to 2018: That was the ambitious goal set by Donate Life Pennsylvania, an organization that builds awareness about the importance of donation and encourages people to register. Reaching this goal increases the chances that the more than 8,000 Pennsylvanians waiting for a life-saving transplant may receive a second chance at life.

Working with Harrisburg marketing agency Pavone, Donate Life PA has surpassed the milestone, logging more than 198,200 registrations. To get there, they embarked on the organization’s most thought-provoking marketing campaign to date, leaving no stone unturned and targeting would-be donors with outdoor, print, social media and digital video.

“Which Side Are You On?”
Efforts over the past three years included Pavone’s “Which Side Are You On?” campaign, which highlighted the perceived differences between organ donor registrants and those who aren’t registered. The campaign pulled no punches, delivering a compelling call-to-action to not sit on the fence any longer, but make the life-saving decision to register as a donor.