How HRSA's More Donors More Hope Reframes Organ Donation for a Diverse America
HRSA's More Donors More Hope campaign is a 2024 United States public interest initiative created by Crosby Marketing Communications that uses bilingual television, print, out-of-home, social media, animated video, and infographic assets to encourage Americans to register as organ, eye, and tissue donors during Donate Life Month in April 2024.
The campaign centers on a deeply personal narrative: a young boy discovers that his mother needs a kidney transplant and responds by urging people around him to sign up as donors. That single story thread anchors every format in the campaign, from the 60-second English-language television PSA to its Spanish-language counterpart, and extends into print and out-of-home placements visible across the United States. The bilingual execution reflects a deliberate strategic choice to reach communities whose participation in donor registration has historically lagged behind their share of the transplant waitlist. Campaign assets directed audiences to Organdonor Gov and DonacionDeOrganos.gov, providing clear registration pathways in both languages.
Funding for More Donors More Hope came through a federal contract with the Health Resources and Services Administration, the agency that operates the Organ Procurement and Transplantation Network, the national organ transplant system. Production was led by SLMBR PRTY, with director Victoria Rivera helming the bilingual television work filmed on location in Brooklyn, New York, culminating in a sequence set in the Sunset Park neighbourhood. The campaign earned a Clapboard Score of 73 out of 100, reflecting strong creative craft and purposeful multicultural targeting within the healthcare public interest category.
HRSA designed More Donors More Hope to address a structural imbalance in the United States organ donation system. The Organ Procurement and Transplantation Network, which HRSA administers, tracks a persistent disparity: patients from Black, Hispanic, Asian, and multiracial backgrounds make up a disproportionate share of the national transplant waitlist relative to their representation in the registered donor pool, according to data published by Srtr Hrsa Gov. A larger and more diverse pool of organ, eye, and tissue donors increases compatibility rates and reduces median wait times, giving the campaign a clinical rationale beyond general awareness.
Donate Life America, the national nonprofit that coordinates Donate Life Month each April, reported that more than 100 million people were registered as donors in the United States, according to donatelife.net, yet more than 100,000 individuals remained on the national waiting list at the time of the campaign's launch. That gap gives HRSA's outreach a measurable societal purpose distinct from conventional healthcare advertising. Competitors in the public health awareness space, including Donate Life America's own annual Donate Life Month initiatives and the Association of Organ Procurement Organizations, pursue similar registration goals, but neither has deployed a federally funded, fully integrated bilingual television campaign of this scope during the same period. HRSA's approach, routing audiences simultaneously to English- and Spanish-language registration portals, represents a two-channel acquisition model that most awareness campaigns do not replicate.
HRSA's own historical data, published on organdonor.gov, shows that its Workplace Partnership for Life initiative generated more than 575,000 donor registrations between 2011 and 2021, demonstrating the agency's long track record of structured registration drives across the United States. More Donors More Hope represents a new creative direction within that established platform, shifting from workplace-based recruitment to emotionally driven mass-media storytelling aimed at the broader American public.
Victoria Rivera directed the More Donors More Hope television PSA for production company SLMBR PRTY. Rivera brought a precise casting philosophy to the project, prioritising Latino Spanish speakers sourced locally in New York City, a decision that proved generative: several cast members turned out to be organ donors themselves, lending the performances an unscripted authenticity that Rivera identified as central to the work's emotional impact. As Rivera stated of the production, casting for this project was especially meaningful because they were searching for Latino Spanish speakers right at home in New York City, and as production progressed, the team realised people from the cast had actually been organ donors, which gave added purpose and authenticity to the project.
The spot was filmed in Brooklyn, with the narrative culminating in Sunset Park, a neighbourhood with a substantial Latino population, where the boy's appeal reaches chess players gathered in the community space. That location choice reinforces the campaign's thematic argument: donor diversity begins in specific communities, not in abstraction. Rivera worked in close collaboration with the Crosby Marketing Communications creative team to calibrate the tone, ensuring the PSA moved audiences toward registration rather than passive sympathy.
The 60-second runtime of the English PSA allowed the storytelling to breathe, establishing the mother's need for a kidney transplant, the child's emotional response, and the community's latent capacity to act. The Spanish-language version is not a dubbed adaptation but a separately directed execution, preserving the cultural specificity of the casting and dialogue. Across both versions, the creative approach avoids didactic information delivery, using narrative empathy as its primary persuasive instrument. The full campaign suite, encompassing out-of-home placements, social media ads, an animated video, and an infographic, maintains visual and tonal consistency with the television centrepiece, extending the child-and-mother story across every touchpoint in the United States media environment.
The English 60-second PSA for More Donors More Hope generated 572,155 views and 1,894 likes, according to data reported by crosbymarketing.com. These figures represent documented audience engagement with the campaign's primary creative asset in the United States and establish a measurable baseline for a federally funded public interest PSA operating without a paid media budget comparable to commercial healthcare advertisers.
The campaign's structural effectiveness extends beyond those view counts. By routing audiences to two distinct registration portals, OrganDonor.gov and DonacionDeOrganos.gov, the campaign created a trackable bifurcation between English- and Spanish-speaking respondents, a design choice that allows HRSA to assess bilingual outreach separately rather than aggregating results into a single undifferentiated metric. The use of a child protagonist addressing community members directly, combined with location-specific filming in Brooklyn's Sunset Park, grounds the call to action in recognisable social contexts rather than generic hospital settings, a technique associated with higher message retention in public health communication research.
No additional verified performance data, including donor registration uplift attributable specifically to More Donors More Hope, is publicly available at the time of this analysis. HRSA's broader registration infrastructure, however, provides historical context: the Workplace Partnership for Life initiative accumulated more than 575,000 registrations over a decade, according to organdonor.gov, establishing the agency's capacity to convert awareness into measurable registration outcomes. More Donors More Hope operates within that proven system, applying a new creative model to a persistent public health challenge in the United States. The campaign's Clapboard Score of 73 out of 100 reflects its creative discipline, multicultural intentionality, and the structural integrity of its bilingual execution.
More Donors More Hope is a 2024 public interest campaign created by Crosby Marketing Communications for HRSA. Launched during Donate Life Month in April 2024, it uses bilingual television, out-of-home, print, social media, animated video, and infographic assets to encourage Americans to register as organ, eye, and tissue donors across the United States.
Victoria Rivera directed the More Donors More Hope television PSA for production company SLMBR PRTY. Rivera cast Latino Spanish speakers locally in New York City and filmed the spot in Brooklyn, including a concluding sequence in Sunset Park, working closely with the Crosby Marketing Communications team throughout production.
HRSA created a bilingual campaign to address a documented disparity in the United States donor pool. Data published by srtr.Hrsa Gov shows Hispanic and other minority patients represent a disproportionate share of the transplant waitlist relative to their donor registration rates, making Spanish-language outreach a clinical as well as a cultural priority for the organ transplant system.
More Donors More Hope included English- and Spanish-language television PSAs, out-of-home placements, print ads, social media advertising, an animated video, and an infographic. The campaign directed audiences to OrganDonor.gov and DonacionDeOrganos.gov, providing separate registration pathways for English- and Spanish-speaking audiences across the United States.
The English 60-second More Donors More Hope PSA received 572,155 views and 1,894 likes, according to crosbymarketing.com. These figures represent documented engagement with the campaign's primary television asset and provide a measurable baseline for a federally funded public interest PSA targeting organ, eye, and tissue donor registration in the United States.
More Donors More Hope received a Clapboard Score of 73 out of 100. The score reflects the campaign's creative discipline in its bilingual execution, the authenticity of its child-centered kidney transplant narrative, and its multicultural targeting strategy, which addresses a structural gap in the United States organ and tissue donor registration pool.
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