National Donate Life Month (NDLM) was instituted by Donate Life America and their partnering organizations in 2003. Celebrated annually in April, NDLM features an entire month of local, regional and national activities to help encourage Americans to register as organ, eye and tissue donors and to celebrate those who have saved lives through the gift of donation. The month-long campaign honors and celebrates the hundreds of thousands of donors, recipients and families whose lives have been affected by organ, eye and tissue donation. The concept is to make a visible and unified statement using the official colors for donations, blue and green, and to educate communities about the importance of registering to be a donor, communicate the dire need for donors in our state and encourage people to register and become a donor.
During NDLM, the client celebrates National Blue and Green Day with the mission to encourage the public to wear blue and green, host events and fundraisers, partner with local businesses, notify the media and organize community efforts to spread awareness about the importance of organ, eye and tissue donation and transplantation.
PLANNING and IMPLEMENTATION:
The Ferraro Group worked with the client, Nevada Donor Network, in strategic planning and brainstorming to identify objectives, audiences and challenges for National Blue and Green Day. The PR campaign created supported these scheduled events and ensured the widest amount of media coverage for maximum impact.
Basing our planning on the theme “pay it forward,” The Ferraro Group built a strategy around that concept. Nevada Donor Network focused on the Downtown Las Vegas area in an effort to expose visitors and local workers to the cause by pre-paying for parking meters in targeted, busy downtown districts. The meters and surrounding fences were festively decorated with green and blue balloons and streamers for a designated time period to garner attention. When people parked in the areas’ meters they were told that their parking was taken care of by NDN in honor of National Donor Month, and then given a flyer with donation information.
Branding materials, including blue and green bracelets, were given to downtown shoppers and residents, and flyers were placed on already-parked cars. A downtown police officer volunteered his time and squad car for the duration of the event, allowing NDN volunteers to decorate the police car with blue and green balloons, streamers and artwork on the windows. To continue the branding effort and help create additional awareness, NDN volunteers dressed in blue and green clothing and passed out flyers to pedestrians with information about organ donation and where to register.
For Blue and Green Day, the “Welcome to Fabulous Las Vegas” sign’s light bulbs, normally using 89 yellow lights, featured blue and green bulbs for more than two weeks to promote awareness of NDLM. For the corresponding media event, dignitaries, University Medical Center board members and staff members from Nevada Donor Network came to the official sign lighting dressed in all blue and green. The idea was to get as many people as possible to show up at the event wearing blue and green. Dunkin’ Donuts executives, staff and characters in costume attended as well, in support of the campaign.
Based on the identified challenges, The Ferraro Group’s objectives for the Donate Life Awareness Month campaign were the following:
- Raise awareness for Nevada Donor Network and its mission
- Encourage the community to register and become donors
- Plan creative community events throughout the month to support the campaign
The NDLM campaign was a huge success, with partners ranging from local businesses, volunteers, promotional partners and local media. An estimated 5,000 flyers were handed out throughout the Las Vegas Valley. The client was more than happy with our creative events, planning and execution to support promotion and awareness of the NDML campaign and plans to continue these events each April. In addition, the events raised company morale and inspired more volunteers to sign up so they can be involved with events like these. Throughout the month, the client saw an increase in donor registrations due to the media attention, promotion efforts and literature distributed at events.