Donate Life Florida, the nonprofit that manages the state’s organ donor registry, partnered with Sachs Media to educate Floridians about organ, eye and tissue donation and inspire more residents to register as donors. Amid growing public skepticism and misinformation surrounding the donation process, the organization needed to rebuild trust, make credible information easier to find and reach the audiences most in need of education.

Sachs Media started with a statewide survey of 1,700 Floridians to understand the messages, messengers, and stories most likely to motivate donor registration. Those findings shaped an integrated campaign centered on real donor families and trusted voices, bringing personal stories and clear information directly to Floridians.

The campaign included redesigned English- and Spanish-language websites, television, radio, streaming and digital public service announcements, earned media, social media, digital advertising, and out-of-home placements. Timed around National Donor Day and National Donate Life Month in April, the effort generated more than 20,000 television and radio PSA placements and 14 million broadcast impressions, while social media delivered more than 4.25 million impressions and nearly 45,000 link clicks.

Most importantly, visits to the website’s “Register” page increased more than 400% year over year, and overall website traffic grew 192%. Florida’s organ donor registry added 1.2 million registrations, growing from 9.4 million to more than 10.6 million donors and surpassing its pre-crisis level.