For this idea, we recruited four different police departments to promote the importance of organ donation. We transformed one of the worst experiences drivers can have (being stopped and given a ticket by the police) into a message of gratitude and optimism. We used the police officers (doing their job) and the traffic tickets as the medium to deliver it.

California has the most vehicles and the greatest number of licensed drivers in the country, but it has one of the lowest percentages of registered organ donors. 95% of people support organ donation but only half of them register. We wanted to raise awareness of the importance of organ donation in a breakthrough and impactful way.

In California, more than 90 % of registrations for organ donation are made at the DMV (Department of Motor Vehicles) when people apply for their driver's license. Those who register, have the “donor” pink dot in their license.

People who are registered as organ donors are giving someone a second chance to live, so we wanted to give them a second chance when they screwed up. Police officers stopped drivers who committed infractions and moving violations and the drivers who were registered as organ donors got a second chance. Instead of a fine, they got just a Second Chance ticket, a warning, and a thank you for being a donor.

We wanted to raise awareness of the importance of organ donation by recognizing people who are registered organ donors. The target audience included all licensed drivers 18 or older who are not registered to be organ donors as well as those already registered who will see a benefit to their participation in the program.

The activation took place during the first days of April, to kick-off organ donation month in two cities in Orange County, California. It also extended to Calgary in Canada.

- In the month the campaign launched, California registered 110,609 new donors— a 38% increase from the year prior.

- More than 3,000,000 free impressions.

- Other police departments adopted the program for their own use. As of today, Beverly Hills, Anaheim, and New York State are taking steps to join the original pilot cities and make this an annually reoccurring program.