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 don't donate, we looked into why they do. And we discovered their decision was inspired by times when they themselves needed help and someone else came to their rescue.
That's how the insight clicked:
So, we created the "Second Chances" program. We partnered with police departments to give a free pass to traffic violators who were organ...