MKTG330CreativeBriefOrganDonation

Live On After You’re Gone l 1
Table of Contents
1. Cause/Issue …....…………………………………………………. 2
2. Goal …....…………………………………………………. 2
3. Target
Audience
…....…………………………………………………. 3
4. Message …....…………………………………………………. 3
5. Concept …....…………………………………………………. 4
6. Media …....…………………………………………………. 4
7. Timing …....…………………………………………………. 5
8. Print Ads …....…………………………………………………. 6
9. Billboards …....…………………………………………………. 9
10.Storyboards …....…………………………………………………. 12
11.Event …....…………………………………………………. 15
12.Extra Credit …....…………………………………………………. 16
13.Presentation …....…………………………………………………. 17

Cause/ Issue
Currently, the United
States employs an “opt-in”
program for organ donation. In
other words, this program
requires people to take initiative
in order to become an organ
donor. Many other European
countries, such as Austria and
France, have almost a 100%
donor rate - which is often
attributed to the fact that rather
than opting in, they have to opt-out. This point is illustrated in the accompanying graph
(https://optn.transplant.hrsa.gov/). Because of this
significant difference in consent rates, organ
donation in the United States is extremely
necessary.
If someone needs an organ transplant,
they are put on a “waiting list” for an
undetermined amount of time. This list is
prioritized by addressing multiple vital criterion
and many people may expire before they receive
a transplant. On average, 22 people die waiting
for an organ transplant each day
(https://optn.transplant.hrsa.gov/). According to
the U.S. Department of Health and Human
Services, over 121,000 people are on the active waiting list for an organ transplant, while there
are only 30,000 organs transplanted a year from both live and deceased organ donors.
(http://donatelife.net/statistics/).
http://www.organdonor.gov/about/data.html - chart above
Goal
As a group, we are hoping to change people’s view about organ donation by raising
awareness as well as raising the number of registered organ donors. We hope to see a 15%

increase in the amount of donors in the 15 to 21 age bracket. If national, this 15% increase will
total to about 4.5 million new organ donors. However, we are currently only targeting Southern
California, with the theoretical possibility of taking the campaign to a national level in the future.
According to the California Department of Education, there are currently about 1.8 million high
school students that we are hoping to see the 15% increase in organ donation manifest itself in.
(http://www.cde.ca.gov/ds/sd/cb/ceffingertipfacts.asp) This will lead to 270,000 new organ
donors in Southern California. When initially launching the campaign, we will start in Orange
County as a tester-area where we can see the initial reactions of our target market.
Target Audience
Our targeted audience is directed towards high school teenagers between 15 to 21 years
of age. We chose this age bracket due to the fact that they are currently going through the
process of obtaining their driver’s licenses. They must choose if they would like to become organ
donors on the applications for driver’s licenses. Additionally, by targeting Generation Y, we can
hopefully instill the fundamental necessity of organ donation so as to transcend our target
audience and become a vital concept that they will demonstrate to their future children as well. If
successful, we can create a domino effect that will allow for future generations to view organ
donation as the norm. However, teenagers and young adults in this target market are still
exploring life’s possibilities and are under the impression that they are invulnerable. A challenge
posed by this is that we are trying to introduce a concept that may be morbid.
Teenagers are located all over the country, but we will center our campaign around
Orange County, California. We hope to expand to all of Southern California and then soon to the
nation. We are targeting teenagers who currently reside in suburban areas with their families.
These teenagers are characterized as studious, yet outgoing and interact with their peers often.
They are up-to-date with current trends and are active in school extracurricular activities. They
are free-spirited and do things at the spur of the moment without thinking about possible
consequences.
Generation Y, ages 15 to 21 are ethnically diverse and are more segmented due to the
availability of social media and the Internet. According to WJSchroer website, Teenagers love to
share information and gossip. They are known as the “swipe generation” with their love of
technology. News travels fast through Generation Y, with social media being at the heart of it all.
Generation Y is not necessarily brand loyal, and is prone to changing decisions quickly. They
have been exposed to advertising since a young age and are skeptical to traditional methods.
They want to leave a legacy in the world, or try to be a part of impactful changes affecting the
world. (http://www.socialmarketing.org/newsletter/features/generation3.htm)
Message
Through our campaign, we hope to convey to our target market that becoming an organ
donor is simple yet impactful. Our target market tend to be apathetic and would rather do things

the easy way, which is why we are trying to emphasize the ease of becoming an organ donor. By
illustrating how something so easy can save a life, we hope that our target market will act on
their need to make an impact. Also, teenagers in that age range tend to be egocentric, so we hope
that the appeal of leaving a legacy after they are gone will attract them to our campaign. Thus,
our message is appropriate for our target market not only because of their exposure to the
opportunity of becoming an organ donor, but also because it satisfies their need to have a legacy,
or leave an impact on the world.
Concept
We want to convey the importance and ease of becoming an organ donor to our target
audience. We are trying to emphasize on the fact that becoming an organ donor can save a life,
and it only requires someone to simply check a box. With our slogan, “Live on after you’re
gone,” we hope to instil the idea that even if something unfortunate happens, you will be able
leave a legacy. We will do this by showing a cause and effect scenario. Teenagers are constantly
reminded by the media and authority figures that actions have consequences, and as an agency,
we want to show the result of their contribution (i.e. saving a life). Our campaign is largely
centered around the idea that you will always be remembered after you are gone. We will feature
different life events that are relatable to teenagers, such as prom, birthdays and graduation. In
these photos, we will have the ghost of the donor experiencing the events with the organ
recipient. This will convey our main slogan, “Live on after you’re gone,” and emphasize that
even if the worst happens, you will continue living through your recipient.
Media
Our billboards and other outdoor advertisements are will be centrally located in Southern
California. As illustrated in the figure below, we have several prime targets in the Orange
County district. These aforementioned locations are
near high schools - as well as DMV locations. In
Orange County, there are 238 different high
schools or schools consisting of folks in the 15 to
21 age range. Subsequently, the Orange County
School District has about 229,000 high school
students who we can market to. As teenagers, they
tend to travel either with their friends or alone.
Nevertheless, they are extremely likely to see our
billboards.
We would also submit our commercial to
YouTube to be featured on the front page of the
website for several days. We can reach a large

portion of our target market through YouTube, as over 80% of teenagers aged 14 to 17 watch
YouTube daily.
In association with our blood drive collaboration events, these would be held in the
second semester of the school year. They are normally held by the American Red Cross and are
open to students 16 years of age or older. For most schools, they take place once a year. As an
organization, we would offer support in the form of supplies in return for a booth to educate the
students. Even if we were present at about 20% of the 238 schools, we would get a reach of over
45,000.
Our magazine ads would largely be centered around Seventeen Magazine, with full-page
ads. Seventeen Magazine has a readership of roughly 4 million teenagers ages 12 to 19, and if we
reach even 5% of that market, we will gain a viewership of 200,000 teenagers in our target
market. (http://goo.gl/TMUCNs)
Since our target market is often on social media, we will have a large social media
presence. We will partner with Donate Life and feature our material on their social media
campaign. Posting news and information about donating organs to the teenage market will
require a full partnership with the chosen media outlets, Seventeen Magazine and MTV.
Timing
Since we want people to talk about our ads by creating a word-of-mouth sensation, we
would start these advertisements once the school year begins. However, since we do not intend
to have any holiday-themed advertisements, we will steer away from major holidays like
Christmas when consumers are bogged down by the various holiday advertisements. The
beginning of the new year would be our ideal timing; thus, an ad campaign running from January
2017 to April 2017 is our intended time slot. This would allow adequate time for the materials to
saturate the market, as well as assure the content is fresh and seen by our target market.
We chose to utilize MTV as one of our media outlets because the channel dominates
within the age range of 12 to 34 and represents about 33% of the population.
(http://goo.gl/DLHI13). To maximize our reach, commercials will air in the evening due to the
fact that teenagers are in school during the day and unavailable to watch television. Shows like
Ridiculousness, Real World, and Teen Wolf are ideal shows during which we would like to air
our commercials due to the fact that they are some of the most highly watched among teenagers.
By placing commercials during popular shows and late showtimes like 9:00 p.m., we can ensure
that teenagers are exposed to our campaign. (http://expandedramblings.com/index.php/youtube-
statistics/)
By just looking at the TV schedule, with two of the three shows mentioned airing a new
episode once a week, we will show one of three different 30-second commercials. This will have
a premier spot to show our commercial three times a week. For the week of 4/17, the total
combination of Ridiculousness, Real World and Teen Wolf showings totals over 50 times - this
is taking into account the success of the show Ridiculousness, with over 40 showings a week. If

we advertise during even half of these shows, we would be showing our commercials over 25
times to our prime target market.
Print Ad #1

Print Ad #2

Print Ad #3
Billboards

Story Board #1
-Donor checking box; becoming a Donor.- Female
Voiceover: “It’s as easy as checking a box…”
Voiceover: “To impact the life of another...:”
-List of recipient names, seeing who is next.-
-Donor dies in accident.-
Voiceover: “If something were to happen…”
-Recipient is recovering from transplant.-Voiceover:
“You would save someone's life..”
-Recipient celebrating life event with Donor Ghost.-
Voiceover: “Without you,she may have never made it
to graduation. She will always remember you.”
-Live on after you're gone info slide. -
Voiceover: “Live on after you’re gone.Check a box,
save a life. Learn more at liveon.org”

We start with a teenager who has become an organ donor, and whose life has been tragically cut short due to a car
accident. Consequently, she has helped someone recover and go to prom, a huge life events. We end with our slogan
and where they can receive more information.
Story Board #2
-Live on after you're gone info slide.-

We start with a teenager who has become an organ donor, and whose life has been tragically cut short due to a
mugging. Consequently, she has helped someone recover and go to prom, a huge life events. We end with our
slogan and where they can receive more information.
Story Board #3
-Live on after you're gone info slide.-

We start with a teenager who has become an organ donor, and whose life has been tragically cut short due
to a gunshot. Consequently, she has helped someone recover and go to prom, a huge life events. We end with our
slogan and where they can receive more information.
Special Event
As a sponsor for existing Red Cross Blood Drives located at High Schools across
Southern California, we will educate our teens about the benefits of donors. During which we
will be able to access teens who wish to leave a legacy and are about to register for their licenses.

Extra Credit
YouTube Advertisements
Running from February 19-22. With 84% of the target population viewing YouTube
daily, we can reach a large number of teenagers ages 15-21 in a short timespan. This is will only
be implemented if the budget allows.

Presentation

MKTG330CreativeBriefOrganDonation

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