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TROY PALMER
writer + creative directorHome.htmlshapeimage_2_link_0

© 2016 Troy Palmer. Icons from The Noun Project.

View other spots in the campaign here and here.https://vimeo.com/188375793https://vimeo.com/188375794shapeimage_3_link_0shapeimage_3_link_1
Breathing new life
into organ donation.
In Ontario, there are nearly 1,700 people on the wait list for a new organ. Every three days, one of them dies. Yet only 17% of us are registered donors. This was the problem facing Trillium Gift of Life Network. So we reached out to a generation of world-changers — our youth — with a campaign to raise awareness and to increase the number of registered donors.
Phase One (above): We plastered high-traffic neighbourhoods with handmade flyers that offered free organs. Pull-tabs on the flyers revealed the RecycleMe.org address and the campaign tagline, “If organs and tissue were this easy to find, we wouldn’t need donors.”

Phase Two (below): To further expand on the campaign idea, we created a series of print, TV, and experiential ads for fake organ retailers.
Results: 
With a media budget of only $403,063, and in a very limited timeframe, this campaign not only put the issue of organ and tissue donation on our audience’s radar, it also helped to reduce Ontario’s transplantation wait list and ultimately, save lives.
In the first four months alone, there were 11,244 registration form downloads (a phenomenal increase of over 400% vs. same period in the previous year. 
In that same timeframe, RecycleMe.org had a total of 118,591 unique visitors, and over 4,000 Ontarians expressed their support for organ and tissue donation by ‘joining the movement’ on the website
The campaign also earned a Gold Cassie.

Roles: Writer, Associate Creative Director, Strategic Planning Team Member
The heart of the campaign was RecycleMe.org — a space where members of our target audience could learn about the need for organ donation, hear survivor stories, and make a pledge to become donors. To get them there, we ran two phases of outdoor campaigns, and visited college and university campuses across the country.