McCann Health New Jersey (USA)
Project Title: Save NJ Lives Campaign
Client or Class Name: New Jersey Sharing Network - https://www.njsharingnetwork.org
Save NJ Lives
While New Jersey is the most densely populated state in the United States, it ranks near the bottom of the list for registered organ and tissue donors. New Jersey Sharing Network (NJSN), an organization dedicated to helping save the lives of people on the organ and tissue waiting list, enlisted our help to spread the word about needs across the state. Those needs go beyond registering as an organ and tissue donor.
Our objective was to creatively raise awareness of organ and tissue donation needs in New Jersey and to change the conversation by letting people know there are many ways to help people receive life-saving transplants beyond registering as an organ donor. NJSN tasked us with educating the public not only about the need for registered donors across the state, but about monetary donations and volunteering opportunities that can also help save lives.
NJ may not be at the top of the list for registered organ and tissue donors, but it ranks 1st in pizzerias per square mile and love for neighborhood pizza. We harnessed this insight to create a campaign to spread the word about donation needs throughout the state starting on the busiest day for pizzerias—Good Friday.
How would we get the word out? Through the unique medium of custom-designed pizza boxes distributed by local pizzerias—the perfect tool for a pizza-obsessed state.
#saveNJlives was designed to allow people to search for and share the number of people who are waiting for life-saving transplants right in their own communities via a geolocation- based mobile site. Supporters would be encouraged to take action by sharing their community’s results, donating money, registering to be an organ or tissue donor, and/or volunteering their time with NJSN.
NJSN continually monitors organ and tissue donation needs around the state from county and town levels. We worked closely with their team in the development of our data-driven, geolocation mobile site and to determine which areas would benefit most from deployment of the custom pizza boxes. Developers used geolocation to tie the number of people on the waiting list to the viewer’s specific location.
We also closely monitored interaction with our mobile site and the specific towns it was viewed from, the number of social media shares, the number of people who registered as donors, and monetary contributions made by site visitors. These data will be used to help us target our audience even more precisely in future communications for #saveNJlives.
We determined the number of people from each NJ town waiting for a transplant. Then we partnered with pizzerias across the state and determined the number of people on the waiting list within their delivery radius. Custom pizza boxes displayed the number of people waiting in the local area with a call-to-action to see the number of people waiting in their town on a website. Box art featured famous NJ landmarks. It was also used on the mobile site and other materials.
The initiative was also supported by a live event in Hoboken, NJ where people were offered free pizza from a local food truck for spreading the word on social media.
The #saveNJlives initiative was deemed successful based on several performance indicators. The social media component helped drive awareness far beyond the 5 pizzerias chosen to receive the custom pizza boxes. From Friday to Sunday of the launch weekend, the campaign reached over 100 towns from northern to southern New Jersey. There were over 1600 page views over a period of 3 days. Importantly, people on the waiting list or who have been affected in some way by organ donation showed their support for the #saveNJlives initiative through comments online—hoping that maybe someone who registered as a donor through the initiative would be the person to help them or someone they love.
Chief Creative Officer:
VP, Associate Creative Director/Art:
Group Copy Supervisor:
Director of Art Buying:
Manager of Print Production:
VP, Strategic Planning:
SVP, Strategic Planning Director:
EVP, Managing Director:
Senior Account Executive:
Creative Imaging Lead:
Multimedia Design Lead:
Tech Lead, Craft Health :
Software Engineer, Craft Health:
Sr. Digital Producer, Craft Health: