Your Name Saves
Donate Life America
Issue 43 | June 2017
Agency
Leo Burnett Chicago
Creative Team
Global Chief Creative Officer: Mark Tutssel Chief Creative Officer: Britt Nolan Executive Creative Director: Jon Wyville Executive Creative Director: Dave Loew Associate Creative Director, Art: Doug Burnett Senior Copywriter: Soham Chatterjee Senior Copywriter: Kamil Kowalczyk
Production Team
Producer: Tim Allan Associate Producer: Greta Nitzke Photographer: Jeff Sciortino Photographer: Jake Brusha Production Company: Plastico Lab
Other Credits
Account Director: Megan Lally Senior Account Executive: Kaley Meier Account Executive: Arianna Solimene
Date
November 2016
Background
120,000 people are waiting for an organ donation. One dies every hour. But one single organ donor can save as many as 8 lives. And all it takes is filling out a simple form online.
Idea
People were not internalizing the impact of organ donation. The vast majority support it, but many don’t take the time to register. So Your Name Saves was created, a campaign that finds names of other people hidden within your own name, as a metaphor for all the lives one single donor can save.
At YourNameSaves.org people can type in their name and Facebook Connect. When they do, suddenly they see the names of their real Facebook friends, hidden within their own name—people they could potentially save someday. When they shared the image of their name from the site, it automatically tagged those friends, causing the campaign to spread organically across social media.
And since they were already connected to Facebook, the site automatically filled the organ donation registration form. As a result, the user could register in a matter of seconds.
Results
With no media budget, the campaign reached 9 million people. The Obama Administration praised the campaign for it’s unique way of reaching new donors. As a result, the campaign was included as part of the White House Organ Donation Summit. So far the, campaign has saved and healed over 19,000 people.