This National Pediatric Cancer Foundation campaign uses survivor testimonials to expose urgent gaps in pediatric care — Clapboard's Global Ad Archive.
More Donors, More Hope - HRSA | Clapboard Ad Archive
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.
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