AGENCY
Gift of Life Donor Program
Zach Gibson, Brand Manager
Darby Hughes, Director of Brand Strategy & Communications
Ryan Houck, Assistant Brand Manager
Greg Carney, Director of Activation
Nathan Groepper, Brand Strategist
John Gilbert, Group Creative Director
Michael Deegan, Jr. Copywriter
Dave Spink, Creative Director
Matt Campbell, Director of Broadcast
Cory Blasdell, Broadcast Manager
Brent Suereth, Project Manager
CORE
Ceisler Media
Randy Presant, Director Public Affairs
Cwenar Photography
Colleen Sullivan, Director of Communications
SUMMARY
Most Pennsylvanians (90%) support organ and tissue donation and say they’d accept one, but less than half (46%) were registered donors. We created “Which Side Are You On?” for Donate Life Pennsylvania, an integrated marketing campaign that used pro and con donation messages on subway seats, stairwells, social media and more to ask Pennsylvanians to “choose” between life and death. Our campaign drove action—we registered more than 208,000 new organ donors, a 53.1% increase over the previous agency’s efforts.
