Donate Life Ohio's Unique Approach to Pre-Roll Advertising
Organ donation. It’s something that most of us don’t want to think about. But there is a huge need for organ, eye and tissue donors to help the thousands of people whose lives could be saved or drastically improved by the generosity of a donor.
Fahlgren Mortine is privileged to work with the Ohio Department of Health’s Second Chance Trust Fund and Donate Life Ohio. This coalition of the state’s organ, eye and tissue recovery agencies is dedicated to educating Ohioans about the need for organ, eye and tissue donation and motivating them to join the Ohio Donor Registry.
To help build awareness and educate Ohioans about the importance of registering, Fahlgren Mortine partnered with the Ohio Department of Health’s Second Chance Trust Fund and Donate Life Ohio to create a new campaign that launched last week.
Firsthand stories from actual recipients convey the life-changing benefits each has been given thanks to the selfless act of a donor. Each person featured will be participating in The Donate Life Transplant Games of America, a multi-sport festival for individuals who have received transplants. This year’s games will be held June 10-15, 2016 in Cleveland.
The campaign includes broadcast, cable, streaming video and rich media along with a particularly unique approach to pre-roll.
Rather than cutting down a :30 second TV spot to fit a :15 pre-roll ad, Fahlgren Mortine created videos specifically designed for pre-roll, acknowledging the inconvenience the user goes through waiting for the desired video to load. The recipient is featured comparing the frustration of waiting for a video to his real agony of waiting for a life-saving transplant.
“This was a project that touched everyone who worked on it deeply,” says Mike Sanford, vice president and creative director. “Each and every athlete/recipient featured is an inspiration and they are all amazing spokespeople with a universal commitment and passion for supporting the organ donation cause and community. Working on this campaign was incredibly fulfilling and we couldn’t be more proud of the finished product. We hope it will open eyes and minds all around Ohio to the importance of registering as an organ, eye and tissue donor.“
We hope you take a moment to watch these inspiring stories. And better yet, share them on your social channels. The 123,000 people on the transplant waiting list will appreciate it.