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Finger Lakes Donor Recovery Network > News & Views > News Blog > #PassLifeOn: A New Advertising Campaign Promotes Organ Donor Registration

#PassLifeOn: A New Advertising Campaign Promotes Organ Donor Registration

January 20th, 2015 by

Organ donation advertising campaign

The call to action at a news conference at the Ad Council of Rochester this morning was “live life to the fullest, sign up on New York State’s organ donor registry,” and then “proudly use the hashtag #PassLifeOn to tell everyone you know about it and ask them to the do same!”

The goal of getting more people to enroll in the New York State Donate Life is to reduce the waiting time of people on the organ transplant list.

The drive to save more lives, aimed at residents 18 years of age and older in the Rochester region, is a collaborative effort between the Ad Council of Rochester and Finger Lakes Donor Recovery Network, alongside many other community organizations including the University of Rochester Medical Center, Rochester Regional Health System, Rochester Eye and Tissue Bank, National Kidney Foundation, Excellus BCBS and the Transplant Awareness Organization of Greater Rochester.

Rochester advertising agency Brand Cool donated time to develop the campaign. It features beautiful scenes and actions that coincide with a heartfelt address about “The Greatest Person Never Known,” which is what an organ donor is to someone waiting for a transplant.

Together with print advertising, a feature of the advertising push is a TV commercial, expected to start in February.

“We Can Make a Significant Difference”

Finger Lakes Donor Recovery Center’s executive director, Rob Kochik, said, “Our hope is that this important message and these beautiful ads will remind each of us that by enrolling in the Donate Life Registry we can make a significant difference and literally save the lives of our friends, neighbors and family members.”

In addition to the over-all “Pass Life On” theme, other key advertising messages are:

  • “Life Well Lived Is Worth Sharing.”
  • “To the recipient of an organ, a donor can be the greatest person never known.”
  • “I Love Life.”

A New Website and Social Media to Pass Life On

The new mass media campaign uses emotional messages to compel individuals to go to a new website – – and join the New York State Donate Life Registry. They can register online or by mail as organ, eye and tissue donors.

And to spread news about the importance of enrolling as an organ donor, the new website and social media are being employed to capture the importance of living life to the full — an aspect especially experienced by organ transplant recipients as a result of the generosity of their donors:

  • Residents in the Rochester region are invited to capture their “I love life moments” and are encouraged to get others to do the same.
  • After people sign up as organ donors, they are asked to share their pride and spread the word by using the hashtag #PassLifeOn in their social posts.

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