Casanova//McCann
Donate Life California
Second Chances
2021
“Second chances” has been one of the most successful campaigns from the USA Hispanic Market, winning 5 Cannes Lions – including one gold- and more than one hundred international awards.
As a context, 95% of Californians supported organ donation… but only 50% were registered donors. Instead of asking people directly to register as organ donors, we decided to celebrate people who were already registered.
Partnering with 4 police departments, we gave drivers who were registered organ donors (it shows as a pink dot in their license) a second chance when stopped for a traffic violation, just as they give someone a second chance at life by being organ donors.