What is More Donors, More Hope about?

More Donors, More Hope is a 2024 campaign by HRSA, created in partnership with Crosby Marketing Communications, aimed at increasing organ, eye, and tissue donor registrations across the United States. The campaign’s centerpiece is a bilingual TV PSA directed by Victoria Rivera of SLMBR PRTY, telling the emotional story of a young boy encouraging others to become organ donors after learning his mother needs a kidney transplant. Launched during Donate Life Month, the campaign highlights the critical need for a diverse donor pool to improve transplant matches for over 100,000 Americans awaiting life-saving organs.

What creative device does More Donors, More Hope use?

More Donors, More Hope employs the FORMAT#5 EXEMPLARY STORY creative device as classified by Clapboard’s 12-format taxonomy. This approach centers on a narrative arc where the product—in this case, organ donor registration—plays a vital role in the story’s resolution. The campaign uses a character-driven dramatization featuring a young boy’s emotional journey to humanize organ donation’s impact. The PSA’s call-to-action is seamlessly integrated into the story, positioning donor registration as the hopeful solution without relying on testimonial, symbolic, or parody techniques.

What is the campaign proposition for More Donors, More Hope?

The strategic positioning of More Donors, More Hope by HRSA emphasizes the life-saving importance of organ donors and the need for a larger, more diverse donor pool to increase transplant match opportunities. The campaign targets both English and Spanish-speaking communities, using authentic storytelling to break down cultural and linguistic barriers. By highlighting the profound impact donors have on families and communities, HRSA seeks to inspire immediate donor registration, ultimately improving patient outcomes and fostering hope for the more than 100,000 people awaiting transplants nationwide.

How does More Donors, More Hope rank in Clapboard's archive?

More Donors, More Hope holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the healthcare and public interest category. The rating acknowledges the campaign’s effective use of bilingual storytelling and emotional resonance to engage diverse audiences and motivate action during Donate Life Month.

Who are the competitors in HRSA's category?

HRSA’s competitors in the organ donation and transplantation category include Donate Life America, which focuses on community engagement and grassroots education to promote diverse donor representation; the United Network for Organ Sharing (UNOS), which emphasizes medical efficacy and transparency in organ allocation; the Organ Donation and Transplantation Alliance (ODTA), which drives system-wide innovation and policy optimization; the American Transplant Foundation, known for patient support and emotional storytelling; and the Eye Bank Association of America (EBAA), which specializes in eye and tissue donation through education and advocacy.

This HRSA campaign uses a bilingual narrative to humanize organ donation’s impact, inspiring diverse communities — Clapboard's Global Ad Archive.

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More Donors, More Hope - HRSA | Clapboard Ad Archive

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Description

More Donors, More Hope is a 2024 healthcare campaign by HRSA, executed by Crosby Marketing Communications, that strategically targets the urgent need for increased organ, eye, and tissue donor registrations across the United States with a culturally inclusive and emotionally compelling narrative. Anchored by a bilingual TV PSA filmed in English and Spanish, the campaign centers on a young boy’s heartfelt journey as he learns his mother requires a kidney transplant, prompting him to inspire broader community participation in donor registration. This narrative-driven approach situates the act of registering as a donor as the pivotal resolution to the story’s emotional stakes, an application of what Clapboard identifies as FORMAT#5—Exemplary Story, where the product or service is integral to the plot’s development and resolution. By casting Latino Spanish speakers from New York City, including actual organ donors, the campaign builds authenticity and relevance, directly addressing the critical challenge of donor diversity that impacts transplant matching efficacy for over 100,000 Americans awaiting life-saving organs. The collaboration between HRSA and Crosby Marketing Communications leverages a multi-platform strategy that extends beyond the PSA to include print, out-of-home, social media ads, an animated video, and educational infographics, all available bilingually to maximize reach during Donate Life Month and ensure the message resonates across demographic and linguistic lines. The campaign’s emphasis on community, hope, and tangible impact reflects HRSA’s role in operating the nation’s organ transplant system through the Organ Procurement and Transplantation Network, positioning donor registration as a vital public health intervention. More Donors, More Hope has garnered over 570,000 views, demonstrating significant audience engagement, and Clapboard rates this campaign 73/100 in its global creative archive. This campaign matters to the advertising industry because it exemplifies how socially driven healthcare communications can effectively combine authentic storytelling with culturally nuanced outreach to drive meaningful action in complex public interest arenas.