Donate Life California: Second Chances

Donate Life California, a brand that encourages sign-ups to the state organ and tissue donor registry, encouraged donor registrations in the US by partnering with the police to give second chances to traffic violators who were donors.

Summary

Almost everyone in California supports organ donation – but less than half of them actually sign up. With waiting lists pilling up, we had to find a disruptive way to turn more supporters into donors.

Rather than trying to understand why people

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