CORE launches campaign to increase organ donors

‘If Nobody Gives, Nobody Gets’ initiative targets new audience

PITTSBURGH — The Center for Organ Recovery & Education (CORE) announced its newest marketing communications campaign, “If Nobody Gives, Nobody Gets,” or IfNobodyGives.org.

With an overall goal of driving registrations, the campaign’s reciprocity-based message encourages a new audience to approach organ donation differently.

Currently, 95% of people say they support organ donation, but only 49 percent of Pennsylvanians are registered organ donors.

“If Nobody Gives, Nobody Gets” aims to impact statistics of this nature by making donation more personal.

“We want to illicit an ‘Aha’ moment by challenging people to think, ‘If I would accept a lifesaving organ, I should be a registered organ donor myself,'” said Colleen Sullivan, director of communications for CORE. “We’re hopeful that by reviving our approach and targeting a new audience with a reciprocity-based message, we can increase organ donation registrations and, ultimately, take steps toward achieving our mission to save and heal lives through donation.”

On the heels of President Trump’s newly signed executive order that aims to improve care for kidney disease and increase the number of transplants, the “If Nobody Gives, Nobody Gets” initiative comes at a critical time when the need for education and understanding of organ, tissue and cornea donation and transplantation is imperative to helping save lives.

In western Pennsylvania and West Virginia alone, there are almost 2,000 people waiting for transplants, comprising more than 80% of the local waiting list.

At the center stage of the campaign, the “Carts are a lot like hearts” video, which will appear on the microsite and social media, sets a simple yet powerful parallel about the struggle that comes from needing something that isn’t available, and will take viewers on a journey of confusion and bewilderment to introduce the campaign. Paid media will support the campaign and includes digital, radio, traditional media and out-of-home components, as well as guerilla elements like mirror clings and placemat advertisements, which are meant to intercept CORE’s target audience throughout their daily routine. The campaign went live on July 15.

CORE is headquartered in Pittsburgh, has an office in Charleston, W.Va., and oversees 150 hospitals throughout western Pennsylvania, West Virginia and Chemung County, New York. With a mission to save and heal lives through donation, and a vision that one day, every potential donor will make the Pledge for Life, CORE focuses on increasing understanding and awareness of organ donation and transplantation.

CORE is one of 58 federally designated not-forprofit organ procurement organizations in the United States.

CORE works closely with donor families and designated healthcare professionals to coordinate the surgical recovery of organs, tissues and corneas for transplantation.

CORE also facilitates the computerized matching of donated organs and placement of corneas.