Director of Perth agency Media Junction & Interact Digital, Jason Pearce, has a compelling reason for developing a new campaign to encourage all Australians to register as organ and tissue donors, “As a heart recipient who received a second chance at life five years ago, I was inspired to develop a campaign which will drive organ donor registrations and save more lives.”
The new campaign, airing in the lead-up to the World Transplant Games in Perth (April 15-21, 2023), explores the potential of donation if every Australian was registered on the Australian Organ Donor Register.
“The Games will cast a spotlight on the living proof of donation and the people whose lives have been saved, as shown in the campaign. It has been an honour to develop this campaign for the World Transplant Games and Transplant Australia. Our team are really proud.”
Currently, only 36 per cent of Australians have registered their donation decision, and Transplant Australia, the national charity for organ donation and transplantation, is on a mission to double those rates.
Registration is critical because families, who have the final say on donating a loved one’s organs, are twice as likely to agree to donation if that person had recorded their decision on the Australian Organ Donor Register.
In 2022, 454 Australians became organ donors, saving the lives of 1,224 people waiting for a life-saving organ transplant. Nationally the overall consent rate was just 54 per cent, meaning almost one in two families are still declining donation. Transplant Australia wants to change that.
Highlighting that just a single organ donor can save the lives of up to seven people, the TVC features seven recipients, whose gifted heart, lung, liver, kidney and pancreas transplants have given them a second chance at life and the opportunity to represent Australia at the 2023 World Transplant Games in Perth.
Heart and lung recipient Dwight O’Neil said: “It was a thrill to be a part of the filming, especially on the hallowed turf of Optus Stadium, where we will be celebrating the opening ceremony of the 2023 Games.
“Sharing the experience with six other transplant recipients was very special. We all know what it takes to wait for a transplant and the emotion of receiving the all-important phone call. I hope our participation in this campaign gives hope to the 1,800 Australians still waiting for a transplant.”
Featuring alongside the recipients is Perth actor Isabella Ziino who said: “I was so inspired meeting seven people whose lives have been saved by the gift of life and to hear of their amazing journeys and aspirations for the World Transplant Games. I am humbled to have played the role of someone who left such an incredible legacy by giving the gift of life”.
Sandbox Productions Director Jack Connell said: “It’s been great to direct a commercial that encourages everyday Australians to realize how they can positively affect others with a single decision. Throughout the production, we spoke a lot about the idea of legacy, and the effect one person can have on so many others when they pass. Tying this theme into the concept of lighting the lives of others, we connected each scene with light, to visually represent the reach one person can have as an organ donor.
“The talent in this advert are all organ recipients. Hearing their stories and learning what they’ve gone on to achieve post-transplant is inspiring and makes me proud to have worked on this campaign. If we can encourage just one person to register as a donor, then we’ve done our job. Or, if you’re already registered as a donor – I hope we’ve been able to validate your decision, because without people like you we cannot continue to light the lives of others.”
The new campaign, airing in the lead-up to the World Transplant Games in Perth (April 15-21, 2023), explores the potential of donation if every Australian was registered on the Australian Organ Donor Register.
Chris Thomas, Chief Executive Officer, Transplant Australia said: “We are incredibly excited by the campaign. The team has dealt with donation in a sensitive and dignified way. The inclusion of Isabella and her realisation that so many more lives could be saved if we all registered as donors, is a simply-awe-inspiring moment using the lights and grandstands of Optus Stadium to amplify the point.
“We are very grateful to our seven recipients. By having transplants, they have been given an extra 72 years. At the World Transplant Games, with more than 1,500 competitors, the extra years of live will be in the thousands. All because someone, or their family, said yes to donation,” Mr Thomas said.
The campaign is supported by Seven West Media, Tonic Media and Media Planet who have signed up to promote the message throughout Australia. To register as a donor today at donatelife.gov.au
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