Gatesman, in partnership with the Center for Organ Recovery & Education (CORE), one of the top organ procurement organizations in the country, has announced its newest marketing communications campaign, “If Nobody Gives, Nobody Gets,” which was launched in the western Pennsylvania market over the summer.
The campaign is centered around reciprocity, or the idea that if one would accept a life-saving organ, one should be a registered organ donor. This insight fueled the campaign and was based on in-depth social listening and audience analysis of non-registered individuals, and what would motivate them to change behavior.
“We want to illicit an ‘a-ha’ moment by challenging people to think, ‘If I would accept a life-saving organ, I should be a registered organ donor myself,’” said Julie Allard, EVP, executive creative director, Gatesman. “CORE’s mission to save and heal lives through donation is something we’re very passionate about and we’re proud to bring this important message to life alongside such an impactful organization.”
Currently, 95 percent of people say they support organ donation, but only 49 percent of Pennsylvanians are registered organ donors. “If Nobody Gives, Nobody Gets” aims to narrow this gap by making donation more personal. Previous CORE campaigns targeted more altruistic individuals, already pre-disposed to register, so the new campaign focuses on those who may have some reservations when it comes to registration.
“We’re hopeful that by targeting a new audience with a reciprocity-based message, we can increase organ donation registrations and further spread our mission,” said Colleen Sullivan, director of communications, CORE. “The initiative is particularly timely on the heels of President Trump’s newly signed executive order that aims to improve care for kidney disease and increase the number of transplants, and the fact that there is such a pressing need in our region to increase the number of organs available.”
In western Pennsylvania and West Virginia alone, there are almost 2,500 people waiting for transplants. “If Nobody Gives, Nobody Gets” illustrates the “why” behind organ donation, asking the target audience to imagine themselves as the one in need of a life-saving organ.
At center stage of the multi-faceted campaign is the “Carts are a lot like hearts” video, which makes an unexpected analogy between the social norm of giving up your cart when you are finished shopping and the importance of donating organs. The video appears on the campaign microsite and social media. Paid media supports the campaign and includes digital, radio, traditional media and out-of-home components, as well as guerilla elements like mirror clings and placemat advertisements, which are meant to intercept the campaign’s targets throughout their daily routines. The campaign went live on July 15.
With offices in Pittsburgh, Chicago, and Springfield, Missouri, Gatesman offers expertise in strategy/branding, advertising, public relations, social media, digital and analytics. Gatesman is a partner in AMIN Worldwide, an alliance of over 50 independent marketing agencies, and IPREX, a global communications network. Gatesman acquired Quest Fore in 2014 and Noble Communications in 2017.
The Center for Organ Recovery & Education (CORE) is one of 58 federally designated not-for-profit organ procurement organizations (OPOs) in the United States. CORE works closely with donor families and designated healthcare professionals to coordinate the surgical recovery of organs, tissues and corneas for transplantation. CORE also facilitates the computerized matching of donated organs and placement of corneas. With headquarters in Pittsburgh and an office in Charleston, West Virginia, CORE oversees a region that encompasses 150 hospitals and almost six million people throughout western Pennsylvania, West Virginia and Chemung County, New York. For more information, visit www.core.org or call 1-800-DONORS-7.