“38-Seconds” Campaign

Situation: There was a disproportionately low percentage of millennial males registered as organ and tissue donors compared to the general population. Research showed they inherently knew being an organ and tissue donor was the right thing to do and would register if the message a) resonated, b) tapped into their consciousness, and c) showed ease of taking action could occur in that moment.

Objective: Develop a strategy to target these millennial males and create messaging that would resonate with this audience and drive new registrations.

Approach: The 38 Seconds campaign that captured young men performing mindless, perplexing, and even absurd activities to contrast a better way to use 38 seconds—which is how long it takes to register online.