Transplant Manitoba coordinates all organ and tissue transplant in Manitoba, a big part of which is encouraging people to commit to be donors as well as connecting patients with appropriate donations when they become available.
In 2012, Transplant Manitoba enlisted ChangeMakers to promote their new online organ and tissue donor registry, signupforlife.ca. We developed a creative approach and campaign based on the goals, target audience and the online method used for registering to be a donor.
On its very first day, the campaign beat the current Guinness World Record for the most people to sign up as organ donors in eight hours with 1,022 registrations. The first six-week campaign ended with approximately 7,000 online registrants.