We engaged potential organ donors directly and in person at the Goodwill Store donation centers while they were donating their items, and we also surrounded them in site with visual material that included a QR code they could scan and be directed to the Donate Life California registration page.

California, despite being a big state, having a large population and being in the forefront of social causes, lags behind other states when it comes to organ donation: There are more than 107,000 people in the National Organ list in the US waiting for a life-saving organ. Sadly, California is over represented in that list, as 23,000 of the total are Californians, a staggering 20%.

Most of registrations (95%) happen At the Department of Motor Vehicles when people are getting or renewing their drivers' licenses. Our goal was to reach the maximum number of potential organ donors outside that venue and have as many of them as possible to register as donors.

We created a partnership between the biggest Organ donation organization in California- Donate Life California- and the biggest household donation center in the US, the Goodwill Store.

The Goodwill store has been around for more than 100 years. Nearly 90,000 people every month donate at Goodwill almost anything and everything; clothes, toys, books, furniture, electronics, etc. The donations help improve the life of people in need, mainly via training and generating jobs.

We thought: "What if the biggest donation centers in California could become a place where people could donate, besides their stuff, something much more valuable: Life?

Our target had a wide range: from adults 18+ who are legally able to register as organ donors on their own to older people in their 70's. Basically almost anyone can become an organ, eye and tissue donor.

The Goodwill Store allowed to reach a diverse audience: from younger people who were there to buy "vintage" clothes, tom older people who were there to donate their items.

Talking to a sample of people donating their stuff at Goodwill, we realized there were two types of people with distinct emotional states: One, people who were there to donate their items to help people in need. they were in a giving mood already. And there were those who were there to get rid of unwanted stuff and felt kind of guilty about it.

We tapped into the two groups and their distinct emotional need states.

For the full Organ Donation Month (April), we transformed Goodwill Stores and donation sites in 25 cities in Southern California into Donate Life California organ donation sites. We even added the word "organ" (donation sites) to their signage.

We had posters at the donation sites asking people to, besides donating their stuff, donate something more important: Life. The posters included a QR code for people to scan and get directed to the Donate Life California registration page.

After people donated their household items, the donation attendants asked to become organ donors and instructed them on how to do it. To those who didn't register on site and had to "think about it", attendants gave flyers with the information and the QR code.

We also printed had material with the QR code at the stores' cash registers for those whom were there to buy instead of donating.

We engaged directly face-to-face close to 300,000 potential donors at the Goodwill stores during the month-long activation.

The press generated from the media coverage and social media reached almost 10 million more people.

More importantly, 50,000 people registered as organ donors just in the first two weeks of the month.

Organ donation registrations in California grew by 15% compared to the previous month and 125% compared to the same month last year.