2023 Winner

While 90% of Canadians support organ donation, only 32% are registered to do so. To educate people about the lost potential of organs, Canada’s Organ and Tissue Donation Community, with DonerNorth, created a radio spot using pieces donated parts from over 40 commercials to demonstrate how organ donation works. The message needed to be clearly understood while highlighting that all the parts had been transplanted from elsewhere. Hundreds of old commercials were reviewed in order to find the right phrases to create a message that flowed together. The sound engineers then spliced the segments together and balanced them out. People responded positively to the commercial, with a 95% completion rate, an 87.5% increase in Spotify’s average clickthrough rate, and 79% of people registering to donate their organs.

Credits

AGENCY: DonerNorth
Chief Creative Officer: Lance Martin
Executive Creative Directors: Adam Thur & Rica Eckersley
Creative Director & Art Director: Justin Turco
Creative Director & Copywriter: Jill Mack
Associate Creative Director & Copywriter: Lynn Sparrow
SVP, Integrated Production: Jen Dark
VP, Production Services: Julie Riley
Audio Editor & Producer: Jonathan Lajoie
Audio Editor: Doug Groves
President: Catherine Marcolin
VP, Group Account Director: Olivia Damiani
Account Supervisor: Leigh McParland
Account Coordinator: Kimberly Barton
VP, Group Media Director: Cherie Raymond
Media Director: Samantha Marion

AUDIO HOUSE: Berkeley Inc.
Creative Director: Jared Kuemper
Engineer: Tyler Young
Executive Producer: Tyna Maerzke