TRANSPLANT AUSTRALIA - SECOND CHANCE CHAMPIONS

While 1 in 3 people support organ donation, there are still 1800 people currently on the waiting list in Australia.

The donor registry needs more pledges certainly, but we discovered that in 53% of cases, even amongst those on the registry, at the crucial moment, their wishes were being overturned by their next of kin.

Clearly families needed to get talking about what should happen after they die (a fairly grim subject) - so we hid our organ donation campaign in Australia’s favourite topic of conversation - sport.

We started by giving transplant athletes who won medals at the games, an opportunity to honour the people who made their success possible.

We created the first medal in sporting history that could be split in half and given to living donors or a donor’s family as a gesture of thanks and gratitude.

We felt there was a bigger story to be told around the athletes themselves, and so we created the documentary ‘Second Chance Champions - and in doing so, we changed the conversation around organ donation to be about what is gained, rather than what is lost.

The documentary was streamed to over half of the adult population via Ten, Tenplay, Paramount+ and Apple TV.

And in May 2024, it secured worldwide release.

$14+ million in earned media
60% uplift in organ donations
200k new organ donor registrations

Beyond the campaign period, Second Chance Champions will be used as an asset to help increase organ donation ongoing.