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Organ Donation Campaign California

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Donate Life California:
A Campaign Launch Case Study

Helen Allrich Elizabeth Dougall David Heneghan
Corresponding author: Helen Allrich hallrichster@gmail.com

Suggested Citation: Allrich H, Dougall E, Heneghan D. Donate Life California: A Campaign Launch Case Study. Cases in Public Health Communication & Marketing. 2007 June. Available from: http://www. casesjournal.org/volume1/peer-reviewed/cases_1_05.cfm.

Peer-Reviewed Case Study

Abstract
In April 2005, Donate Life California launched California’s first online organ donor registry called the “Donate Life California Registry.” This confidential database allows Californians to share their organ donation wishes by registering online. To compel Californians to become organ donors by registering online, the Donate Life team engaged hospital partners, media partners, and community partners. The campaign’s four-fold challenge was to: (1) redefine and reposition organ donation as a public health problem for Californians, (2) educate the public and the media about the lack of organ donors, (3) spread awareness using community collaboration and media advocacy strategies, and (4) adopt a single call to action compelling Californians to become organ donors by registering online. Launched with the goal of registering 15,000 people in 12 months, the registry attracted more than 175,000 registrations in the first six months. The online registry’s success was driven by a well-crafted strategic communication campaign underpinned by two core strategies-- media advocacy, and grassroots support within local communities. The comprehensive campaign supporting the registry’s launch provides a useful model for public health practitioners.

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Introduction: Donate Life California
Every organ and tissue donor can save and enhance the lives of up to 50 different people.* Yet the demand for organ transplants has always

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