"LIFE GOES ON"
Illinois Organ and Tissue Donor Campaign


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"TONISHA"

We started work on the Illinois Organ and Tissue Donor campaign the year Chicago Bears star Walter Payton brought the issue of organ donation to national prominence. Thousands signed their drivers' licenses to become potential donors. We built on this momentum by creating emotionally compelling first-person spots. Then we leveraged the media buy for PSA time from radio, TV and movie theatres to generate millions of dollars in donated airtime. We also persuaded major artists like U2, Coldplay, The Beatles, Elton John, Warren Zevon, and Joe Cocker to donate songs to our campaigns.

The net result?
Organ donation is up 54%
Illinois now has the highest donor registry in the country.
Spots successfully reach African-American and Hispanic communities.

When we first met the irrepressible Tonisha Daniel, she was high on the wait list for a new liver. During that life-in-the-balance year, we featured her in a radio spot. Sympathetic programmers aired it for an entire year. We've heard the mother of Tonisha's donor heard the radio spot, and saved Tonisha's life.

The TV spot finds Tonisha one year after her successful liver transplant. We filmed Tonisha and a troupe of teens getting ready to go on stage for her second act. The look is modeled on backstage 60s documentaries, it was filmed with high key lighting in 16mm. Coldplay donated "The Scientist". Thanks, Coldplay.

AGENCY: ADELSTEIN | LISTON



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