Client Challenge

Behavior Change

When the DMV asks if you would like to be an organ donor, Donor Alliance is the local organization that manages the organ, eye and tissue donation. As the designated “organ procurement organization” for Colorado and Wyoming, Donor Alliance has historically enjoyed nation-leading registration rates—until recently. With donor designation rates dropping quickly—without definitive evidence for why—Donor Alliance hired COHN to survey community attitudes, rebrand to be more community-oriented, and revitalize donor registration through a new website and a creative, compelling brand campaign with a clear call to action.

Our Solution

Attitudinal Research to Drive Campaign Concepts

Using our attitudinal research strategy, we surveyed hundreds across CO and WYO, and we learned people have one of four attitudes about donation: Negative, Proud, Distrustful or Curious.

We focused on “low-hanging fruit” of the Proud and Curious groups, with Distrustful as an aspirational, longer-term audience strategy.

Proud

27%

Inspired by examples of the impact donation can have on recipients, actively promote registration and want the process to be even simpler.

Negative

24%

Doubt the value of donation and are disturbed by the concept of donating.

Distrustful

24%

Don’t trust the government and worry about its involvement in the donation process. Also feel disconnected from others/community.

Curious

25%

Are open-minded about organ donation and want to learn more about all aspects of the process.

Campaign Theme

For every life well lived, there’s a life that can begin again.

For every YES box checked, there are 75 neighbors who have a chance to heal.

Someone who rides down the same streets.
Roots for the same team.

A resident of Colorado. Of Wyoming.

Check a box, and save a life.

Three lives.
Eight lives.
More.

Simple for you. Life-changing for them.

Check the box. The most thoughtful thing you’ll ever do.

Pikes Peak Area Council of Governments

Creative Design
Digital
Marketing + Media
Video