CLIENT
Donate Life California

OBECTIVE
Increase Organ & Tissue Registrations amongst Ethnic communities over the month of April 2007

TARGET AUDIENCE
Hispanic, African American, and Asian communities

MEDIA
TV, Radio, Buses, Bus Shelters, 30-Sheets, 8-Sheets, and Internet

CAMPAIGN
Donate Life California Month – April 2007
Increase Organ & Tissue registrations by shifting perceptions of donation to positive BEFORE they enter the DMV. 

To achieve this we needed to emotionally engage potential donors; get them to think about donation from a personal perspective (it could be one of my family members that need help), get people to feel proud about being a donor (the lives they could save), and that people are doing the right thing by registering.

DOLLAR VALUE OF CONTRACT
$2.9 Million

APRIL CAMPAIGN RESULTS
 - Surpassed any previous month’s registration records – the results are still coming in!
 +67% increase in Internet signups in April
 +100% voluntary $2 contribution via DMV in April

WHAT SUCCESS DID MEDIA SOLUTIONS PROVIDE FOR THIS CAMPAIGN?
Negotiated +50% of paid schedule in added value (estimated at $1.5million) through rate reductions, promotions, events. PSA placement, campaign run-ons, etc.

We negotiated in excess of 60 radio station promotions, community-based events, on-air interviews, PSA spots, bonus spots, PR releases, DJ endorsements, streaming, banner ads, etc – in just one short month!


“…Media Solutions were also able to garner hundreds of thousands of dollars in added value within television, radio, and out of home media, bolstering our campaign and allowing further reach than we dreamed possible”.

“Not only did MEDIA SOLUTIONS come up with highly innovative ways to reach these diverse populations they were also able to garner hundreds of thousands of dollars in added value within TV, Radio, and Out of Home media, bolstering our campaign and allowing further reach than we dreamed possible”.

Tracy Bryan, President Donate Life California
Donate Life California, April 2007