2023 Winner

Despite widespread support, only 32% of Canadians are registered for organ donation. To encourage people to donate, Canada’s Organ and Tissue Donation Community created “The Donated Commercial.” The radio spot, by DonerNorth, combined donated parts from over 40 commercials to show how donated organs could have a second life. The message needed to be clear while simultaneously highlighting that all the parts had been transplanted from elsewhere. Hundreds of old commercials were reviewed in order to find the right phrases that would create a smooth flow. The commercial experienced a 95% completion rate and an 87.5% increase in Spotify’s average clickthrough rate, with 79% of people registered 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